Often our role is to help people think more clearly about the value proposition and strategic vision of IT management solutions.
Let’s use the example of a Swiss Army knife to illustrate our point. You can describe the product by its features and function – it has a knife, a bottle opener, a toothpick, etc. Those descriptions are accurate, but one dimensional.
Those descriptions fail to explain why a customer would buy a Swiss Army knife instead of buying alternatives, including just buying a knife, a bottle opener, a toothpick, etc.
They fail to communicate the real value of the product!
Therefore they fail to inspire your audience to ACT so they achieve the real value.
The real value of the Swiss Army knife is the convenience of a portable set of quality tools. The strategic vision is of personal convenience made possible because of its easy to carry, small, compact form — so that you can always have a knife, a bottle opener, and a toothpick on hand.
Communicating the value proposition and strategic vision of the product as ‘portable quality’ and ‘personal convenience’ significantly changes the perception about the product and its value.
At Ptak/Noel, we work with our clients to identify the real value of IT management solutions and communicate the value in ways that inspire their audiences to ACT.