Good post on how the traditional concept of a Unique Selling Proposition views the problem of positioning “almost backwards”. Hence the idea of a Unique Buying Proposition.
As Newt Barrett says: “A UBP is a first cousin to a USB. The difference is that a UBP is all about the buyer and what the buyer will gain from doing business with you. Thus, your buyers don’t care that you are the only maker of green widgets in the United States. They do care if your green widgets will enable them to double their sales or cut their manufacturing costs by 50%.
Therefore the structure of a UBP should be something along the lines of: You will achieve X positive outcome by taking advantage of our solution Y which is precisely designed to solve your most challenging problem Z.”