Your 7 Word Value Proposition

I asked the members of our LinkedIn group to define their personal value proposition in exactly seven words. The responses we received were impressive, indicating a clear understanding of the essence of a value proposition. There were two groups of value proposition statements: external and internal, and I’ll dig into both.

External Value Propositions

A personal value proposition reflects what you do for your customers, and why they value the relationship with you, not your company. Certainly it is tied to your company and, to an extent, the company’s offerings but it’s deeper than that.

For example, two rainmakers from Cobalt, Christina Lang and Casey Pilgrim added:

“I provide successful internet advertising solutions to dealerships,” and “I make online marketing make more sense.”

It is easy to see the focus on outcomes for the customer in their value propositions. I like these contributions very much for that reason.

You can see a customer saying those words to another person when describing why you are a trusted advisor. “I work with Christina rather than John Doe because she provides us with successful internet advertising solutions. Before we worked with her, we didn’t get the returns we wanted, but with her help we are making it happen.”

Another rainmaker, Bob Thayer makes a value proposition mentions value directly. He wrote: “(I am a) provider of value based diagnostic imaging equipment.”

Proposing to provide value-based equipment hits on at a very difficult point to communicate to customers.

Whenever anyone buys something, they buy it for what it can do for them, not what it looks like or how many bolts it has in it. If I’m going to buy equipment, I want it to be based on the value it provides me; I don’t care who it comes from, or what shade of blue, white, or even pink it is painted.

The equipment better deliver for me, and it must meet my business needs. I have to have value, especially if I’m in the diagnostic imaging market place. A provider of value based equipment solutions gets my vote every time.

If you know Bob, you know he sells (literally) tons and tons of value based equipment every year. He knows why, and his value proposition captures that reason.

Internal Value Propositions

There was also an internal value proposition, and it gets the ribbon here.

Casey added two seven-word statements that illustrate a very important dimension for any of us who work with a team of peers or have the privilege of leading a group of professionals. He presents a pair of internal value propositions that answer another question: Why do people work for and with you?

Here is Casey’s answer: “I improve account managers’ skills and results” and “I challenge those around me to excel.”

That’s clear and meaningful, especially if you want to develop yourself as a leader.

Think of it this way: Why did Barack Obama win the presidency? He was well organized, innovative, and many other things, but he had a clear value proposition. Whether or not you agree with him, you can see the clarity of his leadership. It’s on his website. Barack Obama has a personal value proposition befitting a leader when he says:

“I’m asking you to believe. Not just in my ability to bring about real change in Washington … I’m asking you to believe in yours” – (your ability to bring about change in Washington).

Final Point

A personal value proposition should open the door to a conversation. If someone trying to make small talk asks you, “what do you do?” the seven-word value proposition is a good answer.

“What do I do?”

“I challenge those around me to excel” says Casey.

“Really. How do you do that?” is the response from the partygoer.

In abstract it may sound awkward, but I would challenge you to work on your own seven words. Make sure they have meaning to you, your customers and your coworkers.

In another entry I will describe how you can COF-up your own value proposition for competitive advantage as you do your next deal.