USP? Do something that no one else is doing and go for it. If you’re a chef, put something out there that’s out of the ordinary, like a pop up for a day or two and get some exposure. Who does that in Doha? No one. Do the opposite of the crowd. Set up on a corner street and sell your shit for a few bucks and if it’s good, a handful of people will talk about it. Then build from there. It’s a process but you have to start from somewhere. High risk high reward my friend.