A Unique Value Proposition (UVP) clarifies a company’s position by spelling out the uniqueness of the targets it exists for, including their unique needs and wants, and how the company’s demonstrated uniqueness renders them the one, best choice. Often, an exercise such as SWOT (strengths, weaknesses, opportunities and threats) will help inform the development of a strong UVP. A Unique Selling Proposition (USP) serves the same objectives and functions at the products and services level.