If you’re in business you've probably been asked:

"What's your USP?"

(What's your Unique Selling Point?)

Many of us find this question a challenge.

We grapple internally for an answer.

Outstanding service, years of experience, passion…?

All important, don’t get me wrong.

But perhaps your USP is more obvious.

Perhaps your USP is YOU.

Your integrity, generosity, empathy, selflessness...

They're all values which can set us apart.

Particularly if our competitors don't value them as much.

Becoming the most selfless real estate agent will set you apart.

Becoming the most empathetic financial advisor will set you apart.

It's not all about the hard skills, friends.

Often it's the soft skills - or the essential skills, as Seth Godin calls them - which set us apart.

And they’re often the skills that draw others to us.

The skills that make us more likeable.

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Are you undervaluing - or underplaying - your soft skills?

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