Something unique that you have to tenders. Not necessarily completely unique. You can appear unique by merely packaging your product or service in a unique way. For instance a lawyer might promote flat rate incorporation and attract a lot of customers for the reason that the market fears the open ended legal bill. In realism it is all of the other back end services that come about as a result of incorporation that generate incorporation revenues. However who do you think will end up getting more of that lucrative business the flat rate USP confidence attorney or Mr. Conventional?