The-Power-of-WhyThe number one question potential customers ask today is: “Why should I do business with you?” You answer that question with your Unique Value Promise or UVP. There’s no point talking about your products, your service or even your expertise – that’s irrelevant. Instead, talk about the value you will deliver the customer and the benefits and outcomes they will achieve. Express this solely from the customer’s perspective and promise what customers truly crave and you will stand out – no doubt about it.

In today’s dynamic marketplace, just being there is easy. Getting found and having customers decide to do business with you is hard. To reach that point, you’ve got to stand out and have a distinctive presence. That’s why having a UVP which looks at things solely from the customer’s perspective is so important. With a good UVP, you’re in the prospective customer’s field of vision. Without a UVP, you won’t be.

41zCZTppcAL._SX326_BO1,204,203,200_“Disrupted” is a satirical look at what goes inside companies when the focus is revenue growth, not profits, where the deck is stacked to make the founders rich and the investors richer. Younger employees are paid less and often burn out and while Hubspot promotes its inbound marketing automation it uses cold calling as a way to find new customers.

UnknownStrangely enough, in today’s workplace there are situations where what you don’t know ends up being far more valuable than what you do.How can that be? Time and again, rookies who know nothing about a field come along and end up outperforming the veterans who have years of experience in the industry. This phenomena demonstrates the fact when it comes to the new game of work, learning beats knowing most of the time. That’s the essence of rookie smarts.

I have read an awesome book on branding called “Brand Against the Machine”by John Morgan and for the first time I can honestly say that this is a book that all branding people NEED to read.  In the very first chapter the key thesis of the book “[inlinetweet prefix=”” tweeter=”” suffix=””]the future of branding is marketing with people and not at them[/inlinetweet].”.

UnknownToday’s customers want more of whatever they value the most. Consequently, today’s market leaders excel by:

  1. Selecting one component of value they will excel at.
  2. Continually raising customer expectations and definitions of value for that specific component.
  3. Structuring their entire operations to deliver added value in that component again and again better than any of their competitors can.