Unique Selling Points (USP) = what makes the difference vs. generics / commodities / competitors. Customer Value Proposition (CVP) is your eco-system of value, your strengths from customers' perspective. According to segments / innovation eagerness, the value will be translated differently. Beyond product, what is the true benefit? What problem do you solve? Why do you exist? 

A common reaction we get after the work : "You understand us better than we do ourselves!"