DARE TO BE DIFFERENT Written by Tom Hickey on 6/12/2013 10:00 AM . It has 0 Comments. BEING BETTER ISN'T EASY USP, UCA - there are tons of acronyms to describe what companies do to try and be different. Unique Service Proposition and Unique Competitive Advantage are easy to throw around, but more difficult to implement in real life. It takes innovation, a bit of courage, creativity, and an investment of time and capital to actually do this. The more business people I speak with and coach, the more I learn about how hard this is to do. We've been working on some big changes at Wedgwood for years. At first it seems like it's always another project, but over time, it has come clear to me that there is no project. It's just the way it is. Some changes are easy to make, but the ones that matter are tougher. You can make incremental improvements or you can try to redefine your business in ways that make a difference to your clients, your staff and your profitability. Those are the changes that get people worried, upset and irritated as you dive into the unknown, knowing that there is a bigger payoff at the end. Staff and clients resist change when they don't know what's in it for them at the end. Does your change meet the "payoff" test? Can you clearly articulate what the point of your "improvement" is? Have you tested it on yourself or your own company? If you can't sell yourself on something, how can you expect anyone else to buy in?