Unique Selling Proposition Workshop, Customer Empathy Map

At last Friday's Firecat coworking and brownbag session, Kate Hayward led a quick but deep excursion into creating a unique selling proposition (USP). Several expert marketers were in attendance, so the insights were flying.

Kate posted her empathy map (below) that she had posted on the writeboard, and shares her own answers to the leading questions in her workshop here in her blog, Eggsactamundo. 

I'm still working on the Firecat Studio USP. Have you made progress on yours?

I also ordered the Business Model book Kate recommended, Business Model Generation: A Handbook for Visionaries, Game Changers and Challengers, by Alexander Osterwalder. Let me know if you read it (and what you thought), or other books you find relevant to this work.