Lessons From a Popular Tune:  Successful Business Must Have a Unique Selling Proposition (USP)

Do you know any hit songs that had just one word as the lyric—actually one word repeated three times?  You sure do.  The song is “Tequila” by the 1‑hit wonders, The Champs, in 1958.  The song has a unique and memorable beat that has been referenced and resurfaced in pop culture since its release.  The Champs (named for Gene Autry’s horse) were just an amalgamation of studio musicians assembled to record a few other tunes.  “Tequila” was penned by Dan Flores (aka, Chuck Rio) and was the last song recorded in their session.  Some of the musicians had already exited the session when it was noticed there was no B side ready for the recording of “Train to Nowhere.”  The remaining musicians were rounded up and the song was written on the spot.  The “tequila” lyric was inserted to cover up holes in the arrangement.  Once an enterprising DJ in Cleveland flipped over the “Train to Nowhere” platter and played “Tequila” things started happening.

The tune had a unique and different sound.  It stood out from all the other songs on AM radio at that time.  It also had an incredible amount of focus.  Most of the theme of the song includes just two chords E and D back and forth in numerous repetitions.  And it just had one lyric repeated as well.

Be Different, Unequaled, Unusual, Distinct, Dissimilar

Is there a lesson for businesspersons in the initial and continued success of this song?  We think so…  Be Different, Unequaled, Unusual, Distinct, Dissimilar.  That is a lot of words to reinforce how important it is for a business to have a Unique Selling Proposition (USP).  Each must have something different to offer, a point of separation from all the others in its competitive environment.  A USP is just words, but they are important because they elucidate what makes your business, product, and service different in the marketplace.  That difference is focused on the specific and peculiar value you deliver to your clients and customers.  If you are new to developing a USP, here are two tips to get you started:  a) Aim for the right audience.  While your business can deliver benefits to many, there is a specific cohort that is in clear need and can gain immense value from what you deliver; and,  b)  Differentiation is the key.  Clarify in the USP the things about you and your business that are distinct from others and are important to a client when making a buying decision in your favor.  It is okay to brag a little!

Focus, Focus, Focus

We are reminded here of the saying about the single most important thing in real estate is Location, Location, Location.  Every day, successful business managers focus their energy, time and resources on the core processes and products that deliver value to them.  Other things that get in the way of that are funded minimally, outsourced, totally ignored, or just plain not done.  While the lyric, tequila, was used to cover up holes in the tune, in practice, it became the core of the song… the memorable portion that gave it longevity.  Focus leads to differentiation delivering something superior, not “average” in your competitive marketplace.

It took 15 years for another song about tequila to hit the charts.  That was “Tequila Sunrise” by a super group with many hits and an over 50-year career—The Eagles.  Talk about a band that was unique and focused… WOW!

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First published in our November 2024 IT Radix Resource newsletter