Value Propositions as they are typically created usually do not work. Why? Because they don’t convey anything memorable or valuable when you use them, and mostly equate to you speaking to yourself (about yourself). And that’s the problem – it’s not about what the OTHER person actually cares about.
The problem has been defined by a study done by Pershing and multiple articles written on the topic. The Pershing study found that “the strongest value propositions combine four distinct elements: attributes of the firm,
Numbers don’t lie. On the other hand, we often lie to ourselves when we don’t know the numbers, or we ignore the bad and only focus on the “good” ones. Gut decisions are good, but if we can take time and access the numbers to help us make better decisions, the numbers are invaluable.
By Maribeth Kuzmeski