I am the only person in this world who...

Paradoxically, the only exclusionary word or adjective that exists is "unique". "Unique" means that there is no other equal. During the story, this adjective has been applied to denote uniqueness, Exclusivity, Prestige, Rarity.

What happens when we use "one" applied to person? A while ago I was writing a post on this same blog titled "What makes you a unique person in the world". There I explained the need that we have to promote this uniqueness.

Today I want you to see three ways to treat the "uniqueness" in managing your personal brand: The USP, SMP and the Value Proposal. If you're short on time, here's a one-minute video-summary:

The USP or single sales proposal

USP Rosser Reeves Any publicist who is self-deemed to be can remember the USP (Unique Selling Proposition) devised in the years 50 by the great Rosser Reeves, Ted Bates agency. The unique sales proposal was a commitment to effort and differentiation for brands. With a good USP followed by a good investment advertising and distribution, success for brands was guaranteed.

In this example of Colgate, Reeves compares directly to Colgate's competition to create a unique sales proposal.


The SMP or proposal "unwavering value"

Times change, and years later, in the 1990s 80, The Saatchi brothers slightly changed the concept, creating the SMP (Single Minded Proposition). The SMP was looking more for the uniqueness, even if it wasn't unique, a reason for preference, more emotional than rational.

For example, the campaign for British Airways signed with "The World's Favourite Airline", whose spot 1987 won several international awards:

If this campaign had been signed by Rosser Reeves, possibly the ad would have been littered with text comparing international flights contracted to British Airways with those of other airlines, their prices, services included on board, punctuality statistics…

Comparison in the SMP continues to exist, but it presents itself more as a singularity (Emotional) not as a rational choice.

The Value Proposition

Was Michael Lanning the creator of Value Proposition (The Value Proposal), already close to the 90, although his book dates back to 1998. Lanning puts the contribution of value to the customer as a key element of choice.

10 years later, Alexander Osterwalder and Yves Pigneur placed the Value Proposition at the center of their business model canvas. The same authors published "Designing the Value Proposal" (Deusto, 2015). There, the value proposition was used to satisfy gains or problems (gains & pains) consumer.

Perhaps this Value Proposition model is the most easily applicable to individuals, and not just corporate brands.

I like to work the value proposition with a simple formula: explains first the benefit to your client and then explains what you do to achieve it.

Here are some examples:

  • Eva Vila-Massanas: I help companies successfully compete in VUCA environments through internationalization, diversity and technological change
  • Jorge Mas : Boosting innovation and growth in retailers, Associations, sales communities and international companies, creating more profitable projects
  • Eva Collado Durán: I value people and organizations to find, develop and project your best version in a changing environment, complex and digitized
  • Francesc Albiol: Creative Analytics Marketer. Accelerating SaaS Startups with Growth Marketing #EmbraceChange
  • Marta Mouliaá: My commitment is to retain and attract talent in organizations by implementing personal brand programs in volatile and increasingly digitized environments
  • Christian Fernandez: Managing cultural change and empowering people in organizations

What if the Value Proposition were unique?

If we looked in the Guinness Book of Records, we would possibly find many unique proposals. Whether they are of Valor or not would have to value it each. I wonder how important it may be the only man in the world who swims with polar bears, at least from a business model point of view.

The exercise to be performed is to complete the next sentence:

I'm the only person in this world that...

Don't think it's easy to make it relevant. It can happen to you like the one who swims with polar bears or like Nigella Lawson: "possibly the only woman in the world who could make felt horns look attractive".

Searching the net, I came across a Unique Value Proposal something unique, that of film director and actor X Keiran Lee. Keeps Lee in the "bio" of his Twitter profile which is “the only man in the world with a penis insured in a million dollars”.

k. lee twitter bio

In this case, can it be relevant to your audience? Yes, possibly for such an actor, the "tool" is important. I, Anyway,, I think your real value proposition would be this: the only man in the world with enough profits to secure his penis in a million dollars.

Anyway,, I don't know if the example is inspiring. In any case, you already have - we have- a challenge for the season 2019/20: answer this complex question.

If you are clear about your Unique Value Proposal, let me a comment in the post, maybe you can inspire a lot of people.


Stock Photos from Dmitry Guzhanin/ Shutterstock

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4 thoughts on "I am the only person in this world who...”

  1. Thank you for your article, Guillem.
    It's a very interesting summary in this marketinian transition from the strictly commercial to the personal. With advertising desperately looking for new benchmarks that work in digital reality it seems that we all agree on something: we are people before consumers and we want to be treated intelligently, respecting and valuing our emotions.
    And at this point, about the reflection you're considering, my modest contribution as a marketing professional would be this one that I point out here:
    I'm the only person in this world who makes your personal brand look like another world.

    • Hello Toni! Thank you for your feedback. Effectively, we are people before consumers and before producers. I like your unique value proposition. You base it on a promise, and therefore requires your customers to be able to support it, this point don't forget. Thank you for participating!


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