Move beyond fear to find success Find your USP and fly Years ago I learnt about 'USP'. This acronym, I was told, stands for 'unique selling point'. I was also told that if I wanted to succeed in life, I needed to have a USP. And so I set off in search of my USP: an understanding of my business offering that would enable me to differentiate myself against the competition, so as to outclass them; an understanding that would enable me to capitalise on what was unique about my products and services. Little did I know that the USP would be found in the most unlikely place - trouble, trials and weaknesses. Even less did I realise that, knowing my personal USP was far more important than knowing my business USP. Today I know the two go hand in glove. Success requires us to know that what we really bring to the business process is our unique set of beliefs, knowledge and talents. These are what we barter in the market, offering value to either a client or employer. The clearer you are about this transaction, the more likely you are to realise your full value. The clearer you are about your uniqueness, the more likely you are to succeed. And, the reality is, that if you're out on a limb and feeling uncertain and fearful, this is not the end of the world, but quite the opposite. It is life helping you to understand your USP a little better. Problems and weaknesses are merely mechanisms to bring our focus into a certain area, this and no more. Embraced this way, problems no longer feel overwhelming and scary, but helpful. Problems shout "do something good about this!" But too many people think problems scream "feel bad about this". Problems, in truth, contain huge personal investment. Consider the hours of thought and worry energy they consume. And, investments must have yields, however most people never even think of looking for potential yields behind a problem. Years ago a client shared how her father's business faced ruin when he was unable to source a vital material he needed for production. Instead of letting the problem overpower him, he decided to make the compound himself. Through trial and error, with all the odds against him, he managed to find the formula. Not only was he able to fulfil his orders and keep the cash rolling in, but his gross profit leapt from 10% to 60%! Now who could have ever advised 'to raise your profit, a supplier must let you down so that you nearly go out of business'? Know this and be free: your biggest problem has the potential to be your greatest opportunity. Helen Keller demonstrated this. Your deepest pain offers you a new tomorrow. Ask Alison, rape survivor. Your prison walls hold boundless new freedoms. Look at Madiba magic. All that's required is the right attitude to what's happening in your life. Your greatest strength is the flip side of your greatest weakness, your greatest joy is the other half of your greatest worry, your greatest money spinner is the backend of your greatest money spender. Opportunities and problems always work together. You will find the one through the other. So throw that word 'problem' out the window. Your unique problems and your unique strengths. Extract your USP and allow your passion to combust like an overdue gas burner - then there'll be no stopping you. © Catherine M Glennie