To keep your people and products in the lead spot, think the way an investor would in scrutinizing the value proposition of your company.
Sound hard? It’s easy. Take these three steps:
1. Understand what distinguishes your organization from your competitors, and how valuable those differences are to customers and your bottom line. Distill this value edge down to five key elements.
2. Communicate your value edge regularly to your team, so they can reinforce it. Then communicate it through your marketing and sales as a unique selling point.
3. Ask your team regularly for input on your value edge. Your competition will erode your advantages over time, so you need to check on it often to stay ahead of the game. Don’t worry about tipping off the competition—a real value edge is hard to copy.
— Adapted from The Moneymakers, Anne-Marie Fink, Crown Business.