In the previous article, we extensively looked at what a unique value proposition (UVP) is, and the purpose it serves in helping a business sell its products and services. Admittedly, it can be quite confusing to tell apart a UVP from a positioning statement. And that is what I endeavor to do in this short article: show a clear difference between the two, and how they work together...

“Hi, my name is *John (not his real name). I’ve been told that you can help me solve one of my critical perennial problems. I’ve tried everything, and now I’m at my wit’s end.” This was a call I once received at around 11pm one night from a referred client. He sounded flustered, with a sense of urgency in his voice. John proceeded to inform me that his products were not selling....