At the heart of every successful business is a promise made by a business to its customers and potential customers: Value can be created for them by commercial engagement.
I have never done any sort of strategic or marketing program where the definition of the Customer Value Proposition is not front and centre.
Often this is expressed as an ‘Elevator Pitch’, a summarised articulation of how that value can be created, usually by highlighting a problem or circumstance that will be addressed by using the products being offered. The logic is that you have 30 seconds, no more, to make an impression, and given that people are more interested in themselves that you, the way to get their attention is to direct that 30 seconds to telling them how you will make their lives better.
It is a really effective strategy, road tested and tuned over many years.
Why is it then that we so often fail to do the same thing for our stakeholders, particularly our employees?
Logically, if we can articulate why we make their lives better by working there, beyond the need to put food on their table, and a roof over the kids heads, the result will be a more motivated and engaged workforce.
The second value proposition therefore is the one we make to our employees.
In most foyers these days there is some sort of mission statement, or statement of ‘business purpose,’ values, or some such fluffy words that could apply to just about every business around.
Who does not want to work for a business that respects customers, shows integrity, and transparency in the way it deals with employees?
Would it not be better to craft a genuine second value proposition aimed at stakeholders? In most cases, it will be very similar to those used on prospective customers, the desired outcome is the same: engagement and motivation.
Therefore the best way to create an engaged employee group is to repeat your customer value proposition to them, over and over, so it is clearly understood. Then you ensure that the tools are in place to enable every employee to contribute to the propositions delivery, and most importantly, live it every day, in every decision made, and every action taken.
Cartoon credit: Hugh Mcleod at Gapingvoid.com
E.&O.E. Very thoughtful reader Craig Armour http://www.kcarmour.com.au/ pointed out the error in the last paragraph. How much better it would be to have the employees sufficiently engaged that they could repeat the CVP back to you. Absolutely right.
