From the category archives:
I3 value proposition means not just clever words spinning a tale, but meaningful words describing a true-truth about your product or service. In increasingly crowded, hyper competitive, and fast-moving markets, you have to think in terms of how your target customer will process your offering in a sea of similar (or similar enough) offerings. Your consumer is probably not as much a student of your market as you are (or should be).
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Recently I read an article on a device called a Roku (I think, as in “we will Rock You!”) a very innovative, indispensable, and frankly inspirational value prop in the world of video. It is about the size of a five-pack of CDs. And it connects my TV to a huge library of movies and television shows. The initial attraction to the device is it can stream movies from Netflix.
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Here’s the thing: I was commenting to the two guys from Lowe’s that assisted us on how great their service was. Specifically, I noted how different Lowe’s was from Home Depot in terms of customer service and how helpful they are. One of them, Tom, said something to me that was very telling. He said, “Although I work for Lowe’s, I’m also a contractor, and for that, I use Home Depot.” Here’s a guy who clearly enjoyed his job and enjoyed helping customers – who did not seem to have “an ax to grind” with his employer – but who was simply telling me something in a matter-of-fact way.
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What if there was a way to organize and pull together marketing and sales ideas into something new and powerful – something where the whole is greater than the sum of the parts?
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Now, everyone has come across CAPTCHA text boxes — the little colorful and sometimes distorted-beyond-belief images you must decipher before you submit a registration form on the Internet. They prevent spam “bots” from hammering your website with a constant barrage of automated spam content. They’re all over the place and, to be frank, most of us hate the inconvenience of proving we’re human.
Maybe you’ll feel differently when you understand what CMU is doing with CAPTCHA. I certainly did.
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Jose Palomino is President of g2m Group, Inc, and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy and technical acumen to deliver insights, leadership and results. In his book, workshops and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
