Your value proposition is the core of your competitive advantage. It articulates why someone would choose you over a competitor, which is so important in this technological age where various options are available at any moment.
Strong value propositions convince clients why you are the best person for the job by identifying the problem in the market and demonstrating how you are uniquely qualified to solve this problem in a way your competitors are not. With the refined value proposition, you will book clients that are better aligned with your core offering and increase profitability.
Adam Alter, a professor at the NYU Stern School of Business and author of multiple books about consumer psychology, shares that a strong value proposition is the intersection of your company, your customers, and your competition. We’ll explore all three to uncover your unique value proposition.
Anyone can build something new and cool, but if it doesn’t solve a problem or improve something that isn’t working, customers will not buy it. Taking some time to reflect on your customers will help you build a successful business.
You might have multiple types of customers, such as large clients, small clients, and individuals, across various industries. Each of them may respond to a different value proposition. For this exercise, choose one target customer to focus on. You can repeat the exercise as often as you need to with other personas later.
Consider the following questions:
As you reflect on customer needs, consider where you’re starting to see overlap between your company and your customers and how that creates a unique value proposition.