Unique is a Relative Term for Many Companies
I’ve worked with over 200 companies in the past twelve months. I used the new Inc. Compass as my analysis engine for all of these businesses, an online experience that generates a concise and comprehensive report on the company. When asked to respond to the question, “What is our company’s unique competitive advantage?”, leadership team members almost universally provided varied and often rambling statements. These companies did not know how to communicate their product’s primary value to customers, which means they did not have an economic model in place to scale that value, which also means they probably lacked an accurate assessment of the funding required to grow.
Listen to my partner Doug Tatum describe the necessity of a scalable Value Proposition:
This might not shake you, but if a company is not aligned on a unique and scalable value proposition, it’s shouting – “We don’t know why we’re in business!” If “unique” is relative term when it comes to your value proposition, you might want to schedule a meeting with the leadership team and brew some Storyville coffee (www.storyville.com); you’re going to be there a while.
Give me a call. I’ll bring the Inc. Compass; we’ll lock and load on what makes your company unique. And please save me a cup of Storyville.
Brent Sapp
