I like to ask lots of questions. Especially when meeting with new clients and learning about their business challenges. My inquiries are always direct, to the point and easy to understand.
Well, almost always.
There’s one particular question I ask that often confuses the client sitting across from me. Here it is: “Can you tell me your company’s USP?”
For those working in the marketing world it’s a simple inquiry. But to the unacquainted, it can sound downright perplexing. The client will generally stare at me for a few moments with a bewildered expression and finally respond: “Are you asking if we deliver with UPS?”
And that’s when the fun really begins.