One of the most powerful connections you can make with your target customer is your
I³ Value Proposition:

An I³ Value Proposition is a winning value proposition that answers three key questions:

• To what extent is your product innovative — to your target audience?
• To what extent is your product indispensable — to your target buyer?
• To what extent is your product inspirational — to your target market?

The best way to answer these questions is to develop an I³ Value Proposition – the key offensive weapon in your go-to-market initiative. Your I³ Value Proposition reaches out to not just a general audience, but is tailored sharply to your best audience with a precise results-driven message. Products can be branded, positioned, priced and placed flawlessly, but still fall short in the marketplace if its value proposition does not powerfully connect with the target customer.

This is more than a branding, “tag-line” or other high-concept exercise. It is the careful development of an offering to insure the delivery of a true value proposition that will influence its target audience.

An I³ Value Proposition creates a competitive advantage for your company – I³ insures that the product or service stands out in the market and has a “fighting chance” by emphasizing its differences in language and concepts that will matter to its target market.

• Does your product or service’s message really connect to the desired results of your target customer?
• Do you portray your product as new, useful and exciting – in the mind of your prospects?
• What are your product’s “wow” factors?
• Why should customers believe that your company provides the value you promise?