The "Irresistible Offer" as presented in this book seems to me to be the same as the concept of a USP (Unique Sales Proposition). His argument that the "Irresistible Offer" is somehow different from a USP to me felt kind of weak. But that said, he does a great job of describing it. This book is a good, quick read that gives you a bird's eye view of marketing terrain in a way that you may not have seen before.The sections on viral marketing seemed somewhat disjointed and out of place, though he does attempt to weave this into the main thread.Though I disagree that his "Irresistible Offer" is some new and revolutionary marketing concept, I still recommend this book as it does a good job of conveying a critical idea to anyone involved in marketing or sales. It's a concept that is too often ignored to the peril of marketers everywhere.