I’ve come to hate this term. Why?
The phrase “value proposition” has lost its way, staggering aimlessly through a sea of buzzwords and empty turns of phrase that confuse, befuddle, and daze corporate advisory boards into believing that the marketing department is doing something.
Let’s break it apart.
Value: n. 1. Relative worth, merit or importance. 2. Monetary or material worth, as in commerce or trade.
Proposition: n. 1. the act of offering or suggesting something to be considered, accepted, adopted, or done. 2. An offer for terms for a transaction, as in business.
There are several other definitions of course, but these being the most prevalent.
In essence, then, we can define a “value proposition” as the act of offering something worthwhile. Yes?
Seems simple enough. So why do so many people screw it up? And why are we stopping at attaching a bunch of words to our “value proposition” and walking away as though our job is done?
I submit that a value proposition is a living, breathing, and ongoing thing. It changes over time, shifting in perspective based upon the needs, challenges, and issues your clients and customers have. And although the terms are nouns, never forget that the word “deliver” is a verb.
Delivering something worthwhile is not achieved in a board room with big flip charts and spreadsheets and ideation sessions. It’s not delivered with a slick brochure or well-written copy, or a stack of press hits in the Wall Street Journal. It’s not delivered in key messages or brand attributes, even. It’s delivered in the work that you do with and for your customers, each and every day. The hard stuff, where you roll up your sleeves and show what you’re made of. Solving real problems for real people.
Your value proposition doesn’t even belong to you. It belongs in the hands of the people who rely on you to provide that something of worth. What is that ‘something’ in their eyes? Ask them. Then consider carefully how you and the depth and breadth of your brand can provide it.
Today’s environment insists upon it. We have a hybrid world where offline and online tangle together, and your brand – your value proposition – must bridge the divide. Your clients and customers are not only making up their own minds, but social proof, social capital and trust economies are forcing many businesses to realize that their communities are making up their minds collectively. That the value proposition is only as steadfast as the values of those who put it to the test.
I am surrounded each day by an amazing number of brilliant, generous, action-oriented people that inspire me to always, always be trying to deliver something of substance. And my job will be best done if there’s little trace of my presence aside from an enduring, evolving brand.
Are you spending your time today putting your value proposition on paper and shoving it in a file or in a mission statement? Or are you out there, shepherding your flock, sailing your pirate ship, stewarding social good, sharpening your skates, connecting dots, taking the pulse of your community? (Hint: these people are. Go meet them.)
The comments belong to you.
Brand, like beauty, is in the eye of the beholder.
I want to print this post out and shove it at the next person who utters something about defining their “value proposition.” If you have to define it, you probably don’t have one.
Brand, like beauty, is in the eye of the beholder.
I want to print this post out and shove it at the next person who utters something about defining their “value proposition.” If you have to define it, you probably don’t have one.
Trout and Ries, Connie, Trout and Ries.
Value propositions must have actual substance, otherwise they are messages, and that is the crux of the problem. In my opinion, many companies don’t understand their value proposition, only that they have products to sell. Thus the need to go back, and figure out what they are trying to do in the first place.
Geoff Livingstons last blog post..I Don’t Care About Your Personal Brand
Trout and Ries, Connie, Trout and Ries.
Value propositions must have actual substance, otherwise they are messages, and that is the crux of the problem. In my opinion, many companies don’t understand their value proposition, only that they have products to sell. Thus the need to go back, and figure out what they are trying to do in the first place.
Geoff Livingstons last blog post..I Don’t Care About Your Personal Brand
YES!!! Amber rocks it yet again.
“Value Proposition” is kind of a strange term anyway. “Let me propose that our value is x…”
Sadly, having just spent a year working inside a typical (dare I say “generic”) Fortune 500 company, I learned that speaking the client’s language – even if the latter seems archaic and out of touch – is an essential business skill. If these guys don’t understand what you’re talking about, you won’t get very far.
The semantic evolution that needs to take place in corporate America often needs to start on the client’s turf: with its own vocabulary. Once they start connecting the dots between their words and your philosophy, you can start to transition them to a fresher, more inspired vernacular.
The way they think about their business will change as the words they use also change.
The Holy Roman Empire did the same sort of thing when it decided to convert the pagan tribes of Europe: Instead of saying: “Hey, your old gods are gone. Worship Christ and Mary now,” they instead adapted their Christian beliefs to pagan mythology and traditions: Every solstice and equinox became a Christian festival, from Christmas and All Saints’ Day to Easter (which still bears the name of the pagan Goddess Ystre). You can still find statues of “The Black Virgin” across northern Europe today, a remnant of a time when the Virgin Mary was introduced as a Christian version of mother-goddess archetypes worshiped by pagan tribes. We’re in the same kind of transition phase today, only instead of religion, we are dealing with business and marketing thinking.
Spectacular post, once again. You’re good.
olivier Blanchards last blog post..The Tao of ass-kickery in a tough economy.
YES!!! Amber rocks it yet again.
“Value Proposition” is kind of a strange term anyway. “Let me propose that our value is x…”
Sadly, having just spent a year working inside a typical (dare I say “generic”) Fortune 500 company, I learned that speaking the client’s language – even if the latter seems archaic and out of touch – is an essential business skill. If these guys don’t understand what you’re talking about, you won’t get very far.
The semantic evolution that needs to take place in corporate America often needs to start on the client’s turf: with its own vocabulary. Once they start connecting the dots between their words and your philosophy, you can start to transition them to a fresher, more inspired vernacular.
The way they think about their business will change as the words they use also change.
The Holy Roman Empire did the same sort of thing when it decided to convert the pagan tribes of Europe: Instead of saying: “Hey, your old gods are gone. Worship Christ and Mary now,” they instead adapted their Christian beliefs to pagan mythology and traditions: Every solstice and equinox became a Christian festival, from Christmas and All Saints’ Day to Easter (which still bears the name of the pagan Goddess Ystre). You can still find statues of “The Black Virgin” across northern Europe today, a remnant of a time when the Virgin Mary was introduced as a Christian version of mother-goddess archetypes worshiped by pagan tribes. We’re in the same kind of transition phase today, only instead of religion, we are dealing with business and marketing thinking.
Spectacular post, once again. You’re good.
olivier Blanchards last blog post..The Tao of ass-kickery in a tough economy.
Point taken, Geoff. My beef is with those who call a meeting to define their value proposition, string a bunch of buzzwords together, and throw it up on the corporate Web site as if they have accomplished something … when all they’ve done is rearrange the deck chairs on the Titanic.
I agree with Oliver that the vocabulary is important. The problem is that you have to define the meaning of “value proposition” before you can define what your company’s is.
Connie Reeces last blog post..Why this travel writer is going on a tech tour in China
Point taken, Geoff. My beef is with those who call a meeting to define their value proposition, string a bunch of buzzwords together, and throw it up on the corporate Web site as if they have accomplished something … when all they’ve done is rearrange the deck chairs on the Titanic.
I agree with Oliver that the vocabulary is important. The problem is that you have to define the meaning of “value proposition” before you can define what your company’s is.
Connie Reeces last blog post..Why this travel writer is going on a tech tour in China
Amber – What if the value you have to your customers is not where you want or can make the most money? I suspect that there is a bit of that going on when value props are heralded as Holy Grail… especially when they are manufactured.
Olivier – that was a spectacular example, one I appreciate to the fullest.
Connie – there’s always a reason to have a meeting, c’mon!
Amber – What if the value you have to your customers is not where you want or can make the most money? I suspect that there is a bit of that going on when value props are heralded as Holy Grail… especially when they are manufactured.
Olivier – that was a spectacular example, one I appreciate to the fullest.
Connie – there’s always a reason to have a meeting, c’mon!
The value proposition of today was the mission statement of yesterday. Companies need to feel that they have a purpose, a reason to exist beyond making money.
The truth? They don’t as company, but they do at the individual level (at least below a certain level of management). those individuals are the ones that deliver the value to the customer. thus, the freer the workers are to interact and deliver value to their customers, the more likely they are to deliver a value proposition.
and, the universe remains in balance. employees deliver value, and they feel good. the company can claim a value proposition. win-win situation.
very nice post, i am bookmarking it and using it in the future – whenever someones spouts about the need of the corporation to deliver a value proposition.
thanks for the post
The value proposition of today was the mission statement of yesterday. Companies need to feel that they have a purpose, a reason to exist beyond making money.
The truth? They don’t as company, but they do at the individual level (at least below a certain level of management). those individuals are the ones that deliver the value to the customer. thus, the freer the workers are to interact and deliver value to their customers, the more likely they are to deliver a value proposition.
and, the universe remains in balance. employees deliver value, and they feel good. the company can claim a value proposition. win-win situation.
very nice post, i am bookmarking it and using it in the future – whenever someones spouts about the need of the corporation to deliver a value proposition.
thanks for the post
Great post, it makes me wonder who coined the phrase and why? Why the need to propose value- it shouldnt be a proposition, nor can it be assumed, nor perceived. Value is offered and then it is earned.
i.e. Our value to you is X or we value you because..
Somehow along the way. I imagine the origin of the word may have held some intrinsic VALUE at one point but then some sales people got ahold of it and started slinging it around like it was a hula hoop.
Maybe the word proposition should be dropped all together?
Better yet, Can we declare a moratorium on Value Prop?
Marc Meyers last blog post..Are you in for the Long Haul?
Great post, it makes me wonder who coined the phrase and why? Why the need to propose value- it shouldnt be a proposition, nor can it be assumed, nor perceived. Value is offered and then it is earned.
i.e. Our value to you is X or we value you because..
Somehow along the way. I imagine the origin of the word may have held some intrinsic VALUE at one point but then some sales people got ahold of it and started slinging it around like it was a hula hoop.
Maybe the word proposition should be dropped all together?
Better yet, Can we declare a moratorium on Value Prop?
Marc Meyers last blog post..Are you in for the Long Haul?
Good post Amber – provocative as always!
I use the term “value proposition” because it gets the heads nodding of those who stroke the checks. It’s frequently one of those things we are asked to research with a client’s customer and prospect base. Companies want to know the customers’ perspective on their “brand”, as well as the customers’ assessment regarding the value they receive for the money they spend. How is it changing? How does it compare to those of the composition? I’ve preached for years that companies can have an opinion and influence on those things, but ultimately it’s the customers that define them. AND, they must have substance!
And you know what a challenge it can be to get those inside the box to….you know! 😉
Frank Martins last blog post..What is Marketing?
Good post Amber – provocative as always!
I use the term “value proposition” because it gets the heads nodding of those who stroke the checks. It’s frequently one of those things we are asked to research with a client’s customer and prospect base. Companies want to know the customers’ perspective on their “brand”, as well as the customers’ assessment regarding the value they receive for the money they spend. How is it changing? How does it compare to those of the composition? I’ve preached for years that companies can have an opinion and influence on those things, but ultimately it’s the customers that define them. AND, they must have substance!
And you know what a challenge it can be to get those inside the box to….you know! 😉
Frank Martins last blog post..What is Marketing?
Hi Amber
Great Post, and your rant (referred in a positive sense) is one of many reasons why most of us left Corporate America, in search of doing something Remarkable as opposed to bureaucratic BS.
Remarkable really isn’t all that complicated, simply put is it worth talking about, Remarkable, as defined by the legend Seth Godin;
• Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it?
• Being noticed is not the same as being remarkable. Running down the street naked will get you noticed, but it won’t accomplish much. It’s easy to pull off a stunt, but not useful.
Building something truly remarkable also requires courage, which shouldn’t be underestimated. Even the simplest items require you to step out from the norm, be looked at as different, take a leap of faith, because your idea may fail, may cost money, yours or someone else’s, may not be popular, may offend someone, may offend a lot of folks, but maybe, if you can drive back the fear long enough to be creative, to be remarkable, your idea may Break from the Pack of commodity. But, listen to the pundits too long and even the best of ideas become diluted mush.
Eric Browns last blog post..Interview with Shauna Nicholson
Hi Amber
Great Post, and your rant (referred in a positive sense) is one of many reasons why most of us left Corporate America, in search of doing something Remarkable as opposed to bureaucratic BS.
Remarkable really isn’t all that complicated, simply put is it worth talking about, Remarkable, as defined by the legend Seth Godin;
• Remarkable doesn’t mean remarkable to you. It means remarkable to me. Am I going to make a remark about it?
• Being noticed is not the same as being remarkable. Running down the street naked will get you noticed, but it won’t accomplish much. It’s easy to pull off a stunt, but not useful.
Building something truly remarkable also requires courage, which shouldn’t be underestimated. Even the simplest items require you to step out from the norm, be looked at as different, take a leap of faith, because your idea may fail, may cost money, yours or someone else’s, may not be popular, may offend someone, may offend a lot of folks, but maybe, if you can drive back the fear long enough to be creative, to be remarkable, your idea may Break from the Pack of commodity. But, listen to the pundits too long and even the best of ideas become diluted mush.
Eric Browns last blog post..Interview with Shauna Nicholson