The 10 most important points:

  1. Knowing what a competitive advantage is.

  2. Being able to describe the difference between competitive advantages and unique selling propositions (USPs).

  3. Knowing that USPs have to be structured for specific target groups, business-oriented, and "defendable".

  4. Knowing the difference between USP and UPB.

  5. Being able to give a position statement.

  6. Being able to carry out a competitive analysis.

  7. Being able to draw a USP comparison.

  8. Assessing competitive analyses by certain criteria.

  9. Being able to distinguish direct and indirect competition.

  10. Systematically analyzing competitive advantages.

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