The idea "USP" is the brainchild of Rosser Reeves, as soon as the chairman and chief copywriter of the Ted Bates & Co. The next question had to do with what to do with the "C"s, "D"s, and "E"s. When you quit to think about it, the GM business design was produced for mass production. https://E-plaka.com/the-a-c-contractors-manual-to-efficient-yellow-web-page-marketing/