Value Proposition

No time for selfie value proposition

Avoid the perils of the “selfie” value proposition

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Developing a new value proposition? Don’t fall into the trap of gathering only internal input. Sure, your executives and sales pros can provide legit insights about your brand and the value it delivers in the marketplace. But focusing only on a shortcut “selfie” value prop could lead to – as the kids say – an epic fail. You need to turn outward to get a bigger perspective – including gathering feedback from customers and doing a thorough competitive review. Why? Three reasons.
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The Building Blocks of a Brand Mission Statement

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A mission statement, by definition, is a summary of the aims and values of a company, organization or individual. When it comes to your brand, having a concise and collected idea of what your goals are allows you to effectively achieve them.

We’ve compiled a series of questions to ask you stakeholders about your business and explained why each is important. Use these as a guide in building a definable and actionable brand mission statement.

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Doctor Who and the Art of the Value Proposition

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When the average BBC show lasts between six and ten years, it’s pretty impressive when one show can last for 50. This year marks the 50th anniversary of the classic British science fiction television show Doctor Who. A show that allows you to follow along on the adventures — some wacky, some somber — of a time-traveling alien known as the Doctor, his sentient space ship, and a series of lovable companions.

Fans of this seminal program are fanatically loyal. They buy the licensed products, anxiously await new episodes, partake in in-depth discussions about the philosophy and direction of the show, and are never afraid to recommend it to someone new. With 8 million worldwide viewers, it’s not the most popular show out there, but it sure is one of the most loved.

As a business, that’s the kind of loyalty you want for your brand. Read More