ConcertoNotes 80/20 USP Guarantee
Use this skill to turn vague positioning into a specific promise for a specific buyer under specific conditions. It is based on 80/20 Sales and Marketing by Perry Marshall.
Source Traceability
Primary source: 80/20 Sales and Marketing, chapters 8 and 13.
- Chapter 8 covers business and personal unique selling propositions.
- Chapter 13 covers result-based selling, power guarantees, and premium offers.
Workflow
1. Clarify The Buyer And Result
Capture:
- Buyer type.
- Current state.
- Desired result.
- Time horizon.
- Constraints.
- Proof the seller can credibly claim.
The USP should not try to persuade everyone. It should make the right buyer feel seen and the wrong buyer opt out.
2. Separate Procedure From Result
List what the seller does, then translate it into what the buyer gets.
Ask:
- What outcome does the buyer actually pay for?
- What risk does the buyer want removed?
- What result could be guaranteed under clear conditions?
- What buyer commitments are required for the result?
3. Build The Power USP
Use this structure:
- If you are [qualified buyer].
- And you commit [requirements].
- Then you will achieve [specific result].
- Or else [seller penalty, refund, extra work, or other meaningful remedy].
Keep the penalty real enough to signal confidence, but bounded enough to be operationally safe.
4. Stress Test The Guarantee
Check:
- Is the buyer qualified tightly enough?
- Are buyer responsibilities explicit?
- Is the result measurable?
- Is the remedy meaningful?
- Could fulfillment actually support this promise?
Output Format
# USP And Guarantee
## Buyer And Result
- Qualified buyer:
- Desired result:
- Time horizon:
- Required buyer commitments:
## Procedure To Result Translation
| Seller Activity | Buyer Result | Proof |
|-----------------|--------------|-------|
## Power USP Draft
[If buyer + commitment, then result, or remedy.]
## Risk Controls
- Qualification rule:
- Buyer responsibilities:
- Exclusions:
- Operational constraint:
Quality Bar
- Do not write a USP that applies to everyone.
- Do not guarantee a result without buyer commitments.
- Do not confuse deliverables with outcomes.
- Make the remedy specific.
- Flag operational risk before recommending a bold guarantee.