I’m a fan both of Monocle and of the KIS principle… never lose sight of the basics. Well described in this article https://monocle.com/minute/2020/01/11/keep-it-simple/#1
A unique selling point needs to be simple. Service needs to be simple. Products need to be simple. If you cannot explain what makes you special in 1-minute to your mom or a 6 year old you don’t understand the key well enough yourself.
So KIS 😊
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Fixer, traveller, writer and founder of TheNeighbour