A lot of people are used to thinking of school as a regular part of everyday life, an essential part of growing up that all people will go through, no matter what. This dulls the senses to the genuine and very fierce competition that exists in the world of education today. The desire for school choice, increasingly supported by public policy, is only growing more fervent, which means schools have to step up their game. The key to succeeding in the ever-more cut-throat world of school admissions is to identify and promote your school’s unique selling proposition (USPs), a way to differentiate your school from others. This business term may be anathema to some educators who don’t regard their field as a business, but the reality is calling, making clear it needs to be heard.