Unique Value Proposition

Unique Value Proposition, aka UVP: kinda like a Tag-Line, more terse (and outward-directed) than a Positioning Statement

Steve Blank: single, clear Compelling message that states why you are different and worth buying

Ash Maurya: http://runningleanhq.com/2011/how-to-create-a-unique-value-proposition-in-a-lean-startup