The Art of an
Irresistible Value
Proposition
Mark Global – The Business Development Company –
Whitepaper Series #6
By: Ralph Hunnekens, Business Development Consultant
M: +31(0)6 528 540 61
E: [email protected]
Date: December 11th, 2014
The Art of an Irresistible Value Proposition
Six “right-brain skills” to deploy when crafting (new) value propositions
Being pragmatic by translating best practices and key insights into my day-to-day consulting
is something I’m continuously pursuing. Keeping up with relevant business literature is key in
developing a clear vision of what is needed in a particular assignment. Once in a while, a
striking relation between concepts occurs, that is worth noticing.
Since business models and value propositions of particular businesses, business units, products
or services play a central role in my business development role, I was particularly interested in
Alexander Osterwalder’s new book: Value Proposition Design. When reading, it became
clear to me that conducting business is more dependent on ‘artistic’ skills. Something Dan
Pink already shared in his book: A Whole New Mind.
In Value Proposition design, Alexander
Osterwalder (and his team of cocreators) provides us with a canvas in
which we can build (great) value
propositions. After we get a clear
introduction on the canvas and how the
several building blocks are relating to
each other, the book provides a great
method of designing, testing and
evolving the value propositions. These
sections are very elaborate in methods
to use when designing and testing new
value propositions. Before you conduct
these methods, I’d like to share the six
essential 21st century skills Dan Pink wrote
about, to emphasize the right-brain
‘artistic’ skills needed to come up with
the best value propositions for your (new)
products or services.
1.
Design – Moving beyond function to engage the sense.
The best value propositions are the ones not only addressing functional jobs of the
customer, but also emotional and social jobs. The design of a product or service
could fulfil these jobs.
2.
Story – Narrative added to products and services - not just argument.
Storytelling should be a key part of every business. Your value proposition is a
central point in telling your core story. (More info: How to be a Storytelling
Superhero)
3.
Symphony – Adding invention and big picture thinking (not just detail focus).
Big picture thinking is a precondition for disruptive innovation. Being able to see
different jobs, pains and gains that customers may care about is essential in
coming up with new solutions.
4.
Empathy – Going beyond logic and engaging emotion and intuition.
Customers may experience certain emotional/social pains or gains in addressing a
certain job. Creating a value proposition that can help overcome anticipated
pains or help to emphasize essential gains requires empathy.
5.
Play – Bringing humor and light-heartedness to business and products.
Finding a right tone of voice in messaging your value proposition, one that is
positive and stimulating, is a skill to deploy in the process of value proposition
design.
6.
Meaning – the purpose is the journey, give meaning to life from inside yourself
A message (value proposition/core story) coming from an authentic source, that is
in line with the origin of the business and the future direction (business goals) of the
business is much more powerful.
These six skills (all from the right hemisphere of the brain) are becoming more and more
important to innovate continuously. According to Dan Pink most of the left hemisphere skills
(ratio part of the brain) are going to get automated, outsourced or offshored in the near
future. To be continuously competitive we need an artistic, creative view on business.
So let’s start developing our design, story, symphony, empathy, play and meaning skillsets.
Alexander Osterwalder has given us a tool in which we now can be creative and build
irresistible value propositions using these skills, even if you’re a more left-brainy rational kind of
guy (like me).
Want to learn more? In 4 structured steps from positioning to exponential growth