As I said in my previous post, there’s only one way for CEOs and leadership teams to escape the Value Proposition Epidemic, which plagues over 90% of emerging growth companies attempting to break through No Man’s Land.
Here are a few tips to get your team in sync on your company’s unique competitive advantage:
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Ask the inner circle members to write down their version of the Value Proposition.
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If the members’ responses are out of sync, bring in an expert to conduct a Branding Message workshop.
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Create customer personas with detail on their pain (that your product targets), interests and behaviors.
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Test and measure the success of your Value Proposition.
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Create content that provides your target market with context for the problem your Value Proposition solves.
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Test different "Calls to Action" around the Value Proposition.
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Track results and focus your marketing on the messages that attract your customers’ attention.
Can your team express your company’s unique competitive advantage in one sentence? A business can’t scale without a crystal clear value proposition and an effective economic model to scale it; a model that assures that the company will make more money at higher volumes.
Determine if your team is out of sync and take the steps to identify that simple phrase that describes why your target market should buy from your company. Escape the Value Proposition Epidemic so that you can build your economic model around a promise you can keep.
About the Author
Brent Sapp is CEO and Co-Founder of Inc. Navigator, as well as the Founder of the Economy Heroes movement (@EconomyHeroes). Inc. Navigator serves as Newport's strategic technology provider. You can contact Brent by email at brent@incnav.com or learn more about him here.
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