Advertising icon Rosser Reeves brought us the "Unique Selling Proposition" in his 1961 book "Reality In Advertising." But almost half a century later the USP is still with us and continues to grow in importance. The USP is not just about advertising and marketing but is the very identity of your company; it's very reason to be. This is why customers should buy your products and services and why your firm is not just another competitor. So we describe the USP and its special importance to small business.