The document discusses the concept of a unique selling proposition (USP) and argues that it is an outdated concept in today's fast-paced digital world. It provides examples of famous USPs from Domino's Pizza and FedEx that are no longer used because competitors have copied them. The author asserts that with the internet, competition moves too quickly for a USP to remain unique for long. Instead of relying on a USP, the author recommends building relationships with customers by becoming a trusted provider of multiple low-cost, easy-to-use products over time.