Visit Blog: CDeckard.com. In todays episode Chad Deckard explains important details on "What Makes Your Business Different Than Your Competition". Your unique selling proposition is a very important matter in strategically positioning yourself and your company to the general public. Without a great positioning statement that separates you from the rest why should anyone buy from you? Get back to basics and reconsider what your "Unique Selling Proposition" is for the up coming year that could make a difference in your business in 2013 an beyond.