A Direct Path to Your Biggest Opportunities

How do you discover competitive advantages where others do not? It starts with our depth of cumulative experience, but there’s more here than meets the eye. For USFI, the process of discovering strategic opportunities always follows a “critical path” to ensure success, which can be summarized as follows:

1. Discovery: we begin to look for foundational information of your product or service – pricing, current marketing and distribution
2. Position: we evaluate your market position, your current and potential customers, and their attitudes toward your brand
3. Challenge: we pinpoint the specific customers’ problems that can be addressed by your offering
4. Opportunities: we listen for customer needs implied by the challenges revealed in step 3
5. Benefits Messaging: with opportunities identified, we highlight your product’s unique benefits in a variety of creative concepts that solve your customers’ problems and persuade them to take action

Advertising, PR, web and other communications that tease out deep needs and offer real solutions will generate the desired response. But your solution must be solid and offer significant value in terms of cost/benefit. In every case, our process is highly collaborative, with multiple cycles of refinement before reaching strong concepts. See case studies of clients who have benefited from our approach.