You need access to the right people, and the right messages for those people when you’re given that access.
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From the category archives:
Value Proposition
A more complete view of “who else” and “what else” is vying for your target customers’ attention (and budget dollars) requires that we look at alternatives – other ways to solve the same problem you solve.
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As an entrepreneur, product manager, or CEO, you have to be vigilant of what is going on in the marketplace. Are you taking a holistic view of both competitors and even more importantly, trends?
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Once you introduce your product, the core customers it attracts may be different from what you expected. Examine this opportunity, perhaps adapting and taking advantage of new customers that become another – or even – your primary market.
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There are no magic words to cause your target customers to instantly come running to buy your offering… but a carefully crafted value proposition will let them know how your offering is valuable and relevant to them.
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I went into the bank, took out the cash that I needed and paid the extra $2 fee, because I needed to get on the highway that was immediately proximate to this location and I was under time pressure. In that context, I also needed to find the restroom…
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According to former Navy Captain and major airline pilot, Scott Davies, before a commercial airliner is allowed to take off, it must file a flight plan documenting its intended destination, route, and other paramaters – your go-to-market strategy should be similarly planned out before “taking off.”
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