This is about the Unique Selling Proposition (USP) of your project or idea. While this term comes from marketing, don’t let that discourage you. Essentially, it’s about what your project promises. What do others gain from it? What does it offer? What makes you and your offering unique? How do you address a concern or problem in a new and unique way? Your USP is the leverage point from which you launch your project.
Of course, this isn’t about using your USP to push other projects out of the competition. Instead, it’s meant to encourage you to reflect on what makes you stand out. Even if you probably don’t have a product to sell or compete with in the market, you still need to make your project appealing to others. For example, if you are organizing an event, you should be able to explain why people should attend your event rather than choosing another one, going to the movies, or simply staying at home on the couch. Identifying your USP can also help when applying for funding, as you need to demonstrate why your project is particularly worth supporting.
A heavy stone (problem, grievance) rests on a treasure (concern, motivation). If this stone is lifted, the treasure can be uncovered, and your vision (future scenario) can flourish. To achieve this, you have a lever (offers, products, actions) that rests on a unique leverage point (USP – Unique Selling Proposition) and applies force to a particularly effective and well-placed pivot point (Kairos, opportunity, one-time chance – you will find a detailed explanation of Kairos in the next Canvas). To press down the lever and move the stone, you need lever force (temporal, financial, personnel, or other resources).
What comes to your mind regarding this? Where are you already strong, and where are you still lacking? In other words, what should you pay special attention to and develop further?
You can find the German Canvas here.
You can find the English Canvas here.
You can find the Spanish Canvas here.