Unique Selling Proposition

Herb Ritts (photographer) created the 1990s era of the supermodel. In each model he found something unique; a new persona lurking behind their everyday facade. He saw what others could not.

Reese witherspoon. Photographer Herb Ritts

Reese Witherspoon

Herb Ritts – His work stands out. His new interpretations of the world of the supermodel – their dignity, complexity and character put his services in high demand.

Madonna. Photographer Herb Ritts


It was Rosser Reeves that proposed the concept of the unique selling proposition (USP) in the early 1940s. Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.” Herb Ritts found his unique selling proposition and enjoyed success for 14 years before he passed away in 2002 leaving behind a breathtaking legacy.

Jennifer Aniston. Photographer Herb Ritts

Jennifer Aniston

In business and in our families we need to find that which makes us unique; what do we do, what we believe, what are our values, what do we offer. This is an ongoing process of formulation and  refinement. It takes time and reflection, often difficult in the noisy, busy and disruptive world we live in. Nevertheless finding your USP is the single most important thing you can do when building your business or family.

Coach Steve Eilertsen can connect you, your family and your business to your USP.