Leadership Training 2019
Value Proposition: It’s All
www.concreteinternational.com | Ci | NOVEMBER 2019 43
by Kimberly Kayler
Let’s assume your chapter has fine-tuned your vision and
mission statements and put them into use as decisionmaking
tools. The next step? Crafting your value
proposition. Huh? Well, jargon aside, think of your value
proposition as the first impression of your organization. It is
your customer’s/member’s rationale for choosing you among
other organizations, boiled down into a single phrase or
sentence. However, it is key to note that it is all about the
customer/member values, not what your organization
perceives as valuable.
Ultimately, a value proposition sums up why it is beneficial
to the customer/member to buy a product or use a service. A
successful value proposition answers these questions: ••What does your target audience most need, and why now? ••Do you know your customers’/members’ problems and
concerns? What is the urgency to solve them? ••What does your organization do well today to answer that
need? ••How will your claim create a better future for the member/
A value proposition can be presented in a variety of ways
to best connect with the target audience. For example, Lyft
presents its clear and concise value propositions to two
separate and distinct audiences: “Rides in Minutes” appeals to
potential riders and “Take the Wheel” appeals to potential
drivers. The straightforward language engages the audience
and lets them know exactly what need this service fulfills
without any confusion.
Another effective value proposition comes from Dollar
Shave Club. This company articulates exactly why the
customer should buy their service by appealing to their
greatest desire: a great shave without breaking the bank. And
the company takes this customer-first mentality a step further
by embracing the rhetoric of their customer. The phrase
“No commitments. No fees. No BS” delivers a clear message
while inviting the customer to be a part of the conversation.
There are many other companies out there with welldeveloped
value propositions. Companies like Vimeo, Tortuga
Backpacks, Pinterest, Skype, Spotify, and DeskBeers are
great references when beginning to consider an audiencecentered
It may seem simple, but crafting a value proposition
for your chapter will require deep reflection on your
organization’s core mission as well as the greatest needs of
the customer/member. Explore the relevance of your chapter’s
offerings to the customer/member and why they need them.
Be able to describe and quantify the specific benefits offered.
Finally, articulate what makes your chapter unique from
With these points in mind, you are ready to create your
organization’s value proposition. Typically, a value
proposition is comprised of a headline (attention-grabber
addressing the end benefit you’re offering), a subheadline or
short paragraph (specific explanation of what you offer/why
it is useful), three bullet points (listing key benefits), and a
visual (to show the product or to reinforce the main message).
The value proposition you create can then be remodeled
and refined to most accurately articulate your brand. The most
important characteristic of a good value proposition is clarity.
The audience should be able to read and understand the end
benefits of engaging with your organization in about 5 seconds.
Be wary of using superlatives to overhype the utility of your
product or service: clarity includes truthful depiction. It also
means portraying the message in verbiage that the audience
can understand, not confusing jargon.
In a culture where the customer/member is inundated
with information and purchasing options, winning their
attention is all about relevance. How can you pitch your
product or service to them in 5 seconds or less? A welldeveloped
value proposition is the number-one thing
that convinces people to read on. Articulating why your
organization supplies value to your target audience will
take your organization to the next level.
Selected for reader interest by the editors.
Kimberly Kayler is President of Advancing Organizational Excellence
(AOE), a fully owned subsidiary of ACI.