general
What is USP Consulting, and what does Dr. Ulrich Sperling do?
USP Consulting is a strategy consultancy for B2B companies in the STEM sector. Dr. Ulrich Sperling helps firms identify and remove growth barriers. He works at the intersection of business strategy and marketing—not as a campaign developer, but as a consultant who addresses strategic growth challenges.
What is a USP – and why does it still matter today?
USP stands for Unique Selling Proposition, the defining feature that sets a company apart. It highlights what distinguishes a product or firm from the competition and why customers should choose them. In saturated markets, a clear USP is indispensable. Trying to please everyone convinces no one. A well-defined USP bridges strategy and market communication. It is the intersection between what a company does better than its competitors and what the market perceives as valuable.
Is a USP still relevant in the age of e-commerce and AI agents?
More than ever. AI agents compare offers in a flash and favor clearly positioned providers. Without a USP, a company remains invisible or appears interchangeable. E-commerce has intensified competition: customers have more choice and less time and patience for unclear offers. Today, a strong USP is not an option, but a necessity.
How does USP Consulting differ from a marketing agency?
Agencies implement marketing activities. USP Consulting first checks whether the foundation for effective marketing is in place: Is the positioning clear? Is the target group the right one? Does the message resonate? Without these fundamentals, marketing remains mere activity—and that does not lead to growth.
Which companies does Dr. Ulrich Sperling work for—and who are the typical clients?
USP Consulting supports B2B companies in biotechnology, MedTech, Agritech, diagnostics, life sciences, healthcare, and professional services. These are typically companies with 10 to 200 employees based in Switzerland or the DACH region that have a strong product but lack someone to handle strategic marketing as a core function. The decision-makers are CEOs, founders, or executives who know that growth is not created by mere activity, but by a clear strategy. As mandates are confidential, no names can be disclosed.
What does "growth barrier" mean?
A growth barrier is anything that prevents a company from growing faster and more sustainably. This includes unclear positioning, weak market presence, an offer that misses customer needs, a lack of trust, or poor alignment between marketing and sales. Such barriers manifest as stagnant sales, few new customers, or long sales cycles—but their root causes always lie deeper.
Why is diagnosis before action so important?
Because a single symptom can have many causes. Long sales cycles, for example, can be caused by a lack of trust, unclear positioning, or an unsuitable offer—often a combination of all three. Acting without a clear diagnosis wastes time and money. A sound analysis prevents poor decision-making.
What distinguishes a good USP from a weak one?
A weak USP describes what a company does. A strong USP explains why that specific company should be the first choice for customers. The difference lies in strategic clarity: Who is the target customer? What do they need? And what does this company do better or differently than the competition?
Is uniqueness the most important aspect of a USP?
Uniqueness is a means to an end, not an end in itself. A USP that is unique but irrelevant to target customers remains ineffective. Likewise, positioning that is too narrow and reduces the market to an unsustainable minimum is harmful. A good USP balances differentiation with market potential.
What is the USP of USP Consulting?
A rare combination of three elements: a scientific background that brings analytical thinking to strategy; over 30 years of experience at the intersection of science, technology, and marketing; and the ability to think strategically while executing operationally. Added to this is a clear philosophy: diagnosis before action, honesty over telling people what they want to hear, and viewing growth as a social responsibility rather than an end in itself.
services
What is a Growth Barrier Scan?
The Growth Barrier Scan is a compact analysis that uncovers and prioritizes a company's biggest growth hurdles. It includes interviews with key personnel, a review of relevant documents, and an external assessment of positioning, market presence, and competition. The result is a report detailing the one to three most likely growth barriers and initial recommendations.
Learn more.
When is a Growth Barrier Scan useful – and when is it not?
The scan is worthwhile if growth has stalled and the cause is unclear, or if there is internal disagreement about the problem. If the cause is already known and the focus is purely on implementation, the scan is not necessary.
What is the Strategic Clarity Lab?
The Strategic Clarity Lab is an intensive strategy process for companies seeking fundamental clarity beyond individual growth barriers. It defines positioning, growth priorities, and a strategic roadmap – together with the leadership team.
Learn more.
What is the difference between the Growth Barrier Scan and the Strategic Clarity Lab?
The Growth Barrier Scan shows where growth is stalling. The Strategic Clarity Lab goes deeper: it clarifies what the company needs to change strategically. The scan is the diagnosis; the lab is the strategy process.
What is a Fractional CMO?
A Fractional CMO is an experienced marketing executive at the management level who works part-time within the leadership team. They take on the strategic direction of marketing, positioning, and the alignment between marketing and sales – without the cost of a full-time position. Scope: one to two days per week. Minimum duration: six months.
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When does a company need a Fractional CMO?
When strategic marketing leadership is missing, but a full-time position is not justified. Typical cases: marketing is no one's primary responsibility, marketing and sales are working in silos, or the company is growing faster than its marketing expertise.
What is Sparring for Growth?
Sparring for Growth is a regular, confidential exchange for executives at the intersection of strategy and marketing. It is aimed at CEOs and founders with limited marketing experience, as well as marketing managers who want to align their work more strategically. Format: one to two sessions per month, 60 to 90 minutes. Minimum duration: three months.
Learn more.
collaboration
How does a collaboration with USP Consulting begin?
With a free 20-minute call. This clarifies whether a collaboration makes sense. If it is a good fit, we will discuss the next steps and the appropriate format.
Do you have to start with the Growth Barrier Scan?
No. Clients can start as needed. Those who already know the problem can start directly with the Strategic Clarity Lab. Those looking for a sounding board choose Sparring for Growth. The Growth Barrier Scan is the most common starting point, but not the only one.
How many mandates does Dr. Ulrich Sperling handle at the same time?
A maximum of two to three. This limit ensures that every mandate receives the necessary attention. Anyone planning a Fractional CMO mandate should get in touch early, even if the start date is further out.
Does USP Consulting also work operationally?
The focus is on strategy and leadership. As a Fractional CMO, Dr. Sperling supports implementation through the leadership team and coordinates external service providers. Copywriting is an exception: writing that is both scientifically precise and persuasive is rare in the STEM sector. Dr. Sperling possesses this skill and applies it strategically where it makes the biggest difference.
In which languages does USP Consulting work?
German and English.
