Value Propositions

Vision develops and refines a value proposition to differentiate an organization from the competition, create a consistent theme for communication, and clarify an organization’s value to clients and potential clients. Value propositions unleash a brand’s potential by defining the unique differentiator.

Value messaging needs to be authentic. To be authentic, value messaging needs to fit the principals of an organization like a glove. Senior leadership needs to be able to instinctively walk the walk and talk the talk—they shouldn’t have to be trained how to do it. To do this, you can’t have the senior leadership just “own” the value messaging.  The value messaging actually needs to be developed and drawn from the senior leadership.

Value messaging also needs to be credible. When your clients hear it, they should say, “Yes, that’s Vision!” To understand how to make it credible, it’s important to do external research, and know how you are already being perceived.

If external perceptions don’t meet either reality or how the organization would like to be perceived in the future (which is often the case), the messaging that is developed with the value proposition can begin to educate the audience about the aspects of the organization they may not be familiar with. With the credibility established, the messaging can prompt the audience to say, “I didn’t know they did that, too!” The credibility creates a platform for growth.

WIIFM

What’s in it for me? That’s the answer the value proposition has to address, clearly and distinctly. This article talks about WIIFM in detail.

Mafia Offers and Breakthrough Value Propositions

A breakthrough value proposition can be hard to develop, but it’s worth the effort. Transforming a business model can give you a powerful competitive edge–one that is difficult for your competitors to copy or imitate. 

If you are interested in working on optimizing your value proposition, you may want to read this overview first.

If you are serious about your competitive differentiation in today’s market, don’t wait to call us at 410-849-8095.