The record July heat turned Manhattan into one gigantic blast furnace. But The New York Times building provided an oasis on 8th Avenue. Inside, photographs of Presidents and Pulitzer Prize winners line the nerves to the newsroom. The cafeteria buzzes with journalists and editors, as they feast on gourmet salads and sushi. My tour comes with arctic-air…the perfect environment to relaunch the hottest blog on innovation.
At the heart of innovation are ideas. Your product and the customer experience explode from these ideas to become your value proposition – the most potent weapon in business.
A good value proposition statement is a short story. In 1-2 sentences, it describes how your product solves a problem, offers a better solution, or helps a customer reach their goals. This value proposition is designed to focus your strategy and people, on the right things for your customers.
Each New York Times story, big or small, contains a beginning, middle and end. When the stories on war, peace, love, health, the arts, stocks, politics, fashion, and food, are combined together, they form a compelling value proposition and experience for readers. Imagine, an entire company built on stories since 1851.
Like a good news editor, when writing your value proposition, avoid being vague, abstract, or too high level. Since this will confuse your employees and customers. Keep it human and stay away from technical jargon. Steer clear of marketing slogans or tag lines.
Rule: When writing your value proposition, keep it simple.