How to avoid having a meaningless USP that is merely a strapline. Instead take time to think about more strategic issues and create a USP that is unique

Richard Perry : Feel the Future

USP : Strategy not Strapline

How do you make sure that your current activity is linked to the future you've defined for your business. The 'Golden Thread' is that vein of gold that is present in everything you do today, the next 3 months, one year and 3 years. If you can do this your future becomes real. This series will help you 'Feel the Future'.

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Richard Perry : Feel the Future