Lacking a universally accepted methodology fueling their creation, value propositions are expressed in all shapes and sizes. In this article, I have shared this method in particular because I think it is easy to understand, establish, and solidify.
Until we understand what customers value, we have no way of presenting the value of our solutions or no way to create differentiated value. Until we determine what customers value, we have no context in which to create or build value.
Recognized as one of the greatest basketball players to ever play the game, Earvin “Magic” Johnson is also successful in business, perhaps even more so. He is known for guiding typical suburban businesses into urban America.
It’s critical that we differentiate our offerings and solutions from the alternatives the customer is considering. Marketing, product management, and sales all spend endless hours trying to figure out that differentiation, to create that edge. But too often we get it wrong.
If you want your marketing messages to translate into sales at premium prices, tell stories in which customers and prospects can experience the joy of your offerings—even if they haven’t tried them yet.
I really believe that every business is unique, and if you take a minute to think about it, it is not hard to find something that sets you apart. It is important to realize, however, that simply knowing what makes you different is not enough.
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