Essentially, what Emerson is saying is don’t just follow the crowd. After all, if our business offering is essentially the same as that of all our competitors, all that’s left to compete on is price, and price is never a sustainable advantage.
Finding a USP with the emphasis on Unique is essential if we’re to be successful and profitable – provided, of course, that our USP is something your customers actually want and are willing to pay for.
By going where nobody else has gone before, we can establish a clear lead and have our competitors having to play “catch-up” to compete.
Of course, once we’ve established our lead, we can’t simply rest, but need to keep working on our offering to maintain that position: forging a new path is an ongoing process.