Brand + Value

How do you find your value proposition when everything you do and everything you sell seems to border on being a commodity because everybody is trying to do the same thing to create competitive advantage?

Finding your value propositions in the midst of identifying your core competence can become quite difficult. A widget is a widget no matter where you buy it. Isn't it? Why should the customer pay more to buy it from you? That's the critical question. What value do you provide that makes your widget different, your company different, you personally different? If the answer to those questions solve a problem for your customer, create opportunity for profit for your customer or provides improved efficiencies then you may have found your value proposition.

Put some real thought into what you are actually doing for your customers. A fellow NSA colleague likes to say "Kodak doesn't sell film – they sell magic moments and BMW doesn't sell cars – you buy a "Driving Experience". You need to think about your business and what you really do for your customers in those terms.