As mentioned in the other reply, "unique selling point" - something that makes your customers want to buy your product. If you take it away, customers won't buy.

Instead of working on their USP too many startups through everything at the wall and see what sticks, b/c they don't know why their customers buy or should buy their product.

Similiar, but not the same, is vision driven product development vs. checklist driven development.

As mentioned in the other reply, "unique selling point" - something that makes your customers want to buy your product. If you take it away, customers won't buy.