Many business owners struggle to find a truly unique selling proposition.

I know I did.

For over a decade, I worked in the telecommunications industry, and honestly... we all looked the same. It was a price war, and the company that owned all the copper was always going to win. No amount of clever marketing could change that.

Then I joined a multi-level marketing company. This time, the product was unique — beautiful, top-quality candles. Easy to sell, right? Except… every consultant was saying exactly the same thing.

So how was I going to stand out?

It turned out my edge wasn’t in the wax or the wick. It was in the way I told stories. (Some people call it storyselling… ugh. But it worked.)

Years later, after writing my book Stop Wasting Your Time Networking, someone said something that stuck with me:

“The world needs to hear your story.”

That’s when I started developing a keynote. One that would help people feel differently about networking. A keynote that would make networking enjoyable (yes, really), inspire people to be more strategic, and help them get real results through relationships.

At first, I got it wrong. I presented bits of my Masterclass from the stage. It was solid content… but it felt like work. Dry. A bit like that time during a conference when half the room checks their messages and the other half quietly sneaks out to the loo.

Then... on a flight from Australia to the USA for Thanksgiving... magic happened.

Songwriters talk about “twilight sleep,” that dreamy space between asleep and awake. The smart ones keep a notebook or recorder by the bed to capture the lyric or melody before it disappears.

That’s exactly what happened to me. Somewhere over the Pacific, I woke up with a fully formed keynote structure in my head. I grabbed my notebook and scribbled furiously for two hours.

Writing, scratching out, rewriting.

What emerged was something fun. Something different. Something valuable.

Something me.

That’s how Rock & Roll and Networking was born... a keynote that uses lyrics and song titles from six of the world’s greatest artists to explore the power of strategic networking.

It’s my unique selling proposition.

And it’s uniquely me.

So, have you found your USP? That thing that makes people say “Wow!”?

My advice: give it space to grow. Ponder it. Be curious. And keep a notebook by your bed.

Because your best idea might arrive at 30,000 feet… or in the twilight between dreams and daylight.