The Difference Between a USP and a Promise

People want that human connection and a promise adds a human connection to what otherwise can be sort of a dry rational thing. For me I think that's what's missing in a dry USP right it may sound great but we're all human beings and customers B2B like you know people say oh no you're selling to a company no you're not you're buying from someone who is responsible for something. So this is an aspect of this which is an extension of behavioral economics which is which is your emotional connection with the promise.