Often, when discussing an idea for a business, people bring up the USP as if it's something that was rammed into their thinking at university or similar.
It got me thinking - how important is it to have a USP to run a profitable business? (By profitable, shall we define it as giving at least the business owner a full-time income?) I'm seeing lots of small businesses who have been around for over a decade without any USP that I'm aware of.
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