USP vs. Big Idea

What's the difference between a Unique Selling Proposition and a Big Idea?

USP is more so about the unique mechanism by which something works, whereas the Big Idea can extend beyond the actual thing

For example:

If I’m selling protein powder, my USP might be about my product is made with grass-fed dairy, which is easier to digest.

But my Big Idea might be that you are a victim of the food-industrial complex, whose obsession with cost-cutting has led to a generation of bloated, weak men

In other words, the USP/unique mechanism is the intellectual justification for purchasing, but the Big Idea is the emotion that makes the audience want a way to justify purchasing.

In summary...

An USP what specifically sets a product, service or brand apart from all others, and BIG IDEA reinforces your USP making appealing and memrable to your audience.