LinkedIn
Twitter
FacebookJanuary 12, 2022
You must have a winning value proposition. Without it you are in the wrong business. But is a winning value proposition, on its own, enough?
You must have a winning value proposition
It’s easy to confuse value proposition with brand. In fact, many businesses do. Your brand is your story; it’s who you are; it’s your identity (captured in a brand symbol); it’s the broad promise you make to those who buy – or are thinking about buying – your product or service. Your brand enables customers, suppliers, employees and other stakeholders to understand what the company does and, above all else, what makes it stand out from the crowd.
A brand can be viewed as a competitive spear thrust into the marketplace. The value proposition sits at its tip. A truly winning value proposition spells out, in easy-to-understand terms, how the provider delivers distinct value. It’s not what you do, it’s how you make a difference. To have impact the value proposition must be specific, succinct and sustainable.
Adding value versus creating value prompts a very different way to think about business development. Tactical versus strategic. Improvement versus change. Transactional versus transformational. Doing things right versus doing the right things.
You must have a winning value proposition. Without it you are in the wrong business. But is a winning value proposition, on its own, enough?
Download the full insights
This article is an extract of content © Orxestra® Inc. The download is available from the TRANSEARCH International website.
John O. Burdett is founder of Orxestra® Inc. He has extensive international experience as a senior executive. As a consultant he has worked in more than 40 countries for organisations that are household names. John has worked on organisation culture for some of the world's largest organisations. His ongoing partnership with TRANSEARCH International means that his thought leading intellectual property, in any one year, supports talent management in many hundreds of organisations around the world. Get in touch with John O. Burdett »
