A couple of weeks ago, after a return from an East Coast trip, my five-year-old asked me, “Dad, what do you do on all those trips?” So I went to work and started telling him what his old man does – custom solutions, strategic planning, moving the needle, and all the other buzzwords that rock my world. I was about two minutes into it and he cut me off. “Hey Dad,” he asked, “Can I watch cartoons now?” Yep, I’d lost the sale.
It got me thinking about how we tell our stories – or our value propositions. Through the years, I’ve reviewed hundreds of mission statements, value propositions, core belief statements and I’m convinced most of us (myself included!) suffer from the curse of knowledge (Want to know more about it? Read this short article from the Harvard Business Review).
We’re writing value propositions for our peers – not our prospects and clients. Just like my five-year-old, our target audience doesn’t spend their whole day worrying about retirement plans – but we spend our lives there, and as a result, we’re not addressing prospects and clients on their level. Read more