What makes a value proposition compelling and credible?
For starts, communicate it well. Ask yourself who’s on the receiving end and what will draw their attention. Consider the purpose of what you’re communicating and where you are in the process of achieving it. Communication is a trajectory, and you can build on each step, shifting the emphasis to keep the recipient interested. Think of it as a conversation between the firm and the decision makers. Always ask yourself, “Who’s on the other end?” There’s an element of persuasion, but first of all there’s a need to engage, put a viewpoint forward, provide insight, and invite discussion. Bells and whistles have their place. Sometimes they’re table stakes, but it still comes back to the chemistry between human beings, signaled from the outset and cemented in real conversations that point to the possibility and desirability of working together. (Never pretend there’s chemistry when there isn’t. Life is short.) Posted by SMPS San Francisco as a "The Shortlist" feature, 30 January 2019.
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