USP is a business and advertising term: the unique selling point (or unique selling proposition) of a product — the one thing it has that competing products do not, and the reason a customer should choose it. If three shops all sell coffee, one shop's USP might be that it roasts the beans itself; a phone's USP might be a battery that lasts three days. The idea comes from advertising in the 1940s, and it is still what marketing people ask about first: 'What's our USP?' The word has spread a little beyond products — people now talk about a job candidate's or a football team's USP, meaning the thing that makes them stand out — though that use still feels like office language borrowed for fun. It is much more common in British business English than in American, where people more often say 'differentiator' or just 'what makes it different'. Say the letters: U-S-P. Plural USPs.