Why is Value So Hard to Communicate?
Creating a value proposition is hard for all business leaders including the professionals who develop business messages. It’s not because value or results are difficult to identify. It’s because they are easily confused with a company’s services, capabilities, offerings or features. Rather than explaining exactly what customers gain, businesses often turn their value propositions into a laundry list of what they offer: ABC Tech is a leading global consultancy offering best-in-class consulting, analysis, development and support solutions using the highest-quality methodologies, smartest consultants and field-tested tools. Rather than focusing on the results the business delivers to customers, the description speaks to the services offered and why they are great. The outcome is a hyperbolic statement that relies heavily on trite language (i.e. “best in class,” “field tested,” “leading” and “global”). You can almost hear echoes of meetings where statements like these are created: “People
