The Unique Selling Proposition is back. Thanks to technological innovations. Microsoft's new Zune is a great example. Its technological feature of being able to wirelessly share music with other Zune owners discerns it form its biggest competitor, the iPod.
On top of that the Zune is being launched under 'Welcome to the social', which in turn offers it a clear positioning. The USP is back.
Read all about the importance of innovation and our present urge to 'explore' and 'bond' in this week's column.