Leading from a Value Proposition Perspective
Leadership is a personal journey. You get better as you practice and reinforce your commitment to your vision.
When you lead from a value proposition perspective, you're doing two things: You're sharing your journey with others, and you're telling them why they should come along with you. With some practice, a value proposition approach can be a valuable club in your leadership golf bag.
Why Would You Lead With a Value Perspective?
You might already be familiar with value propositions if you're involved in client- or customer-facing businesses. This idea is central to many sales and marketing philosophies.
In sales, you have to tell people why they should care about your products or services. The idea is that, once you communicate your value, people will want to buy from you because there’s a value for them.
When people know how valuable you are, they choose you over competitors, form reasonable expectations, and, ideally, become loyal to your business. As you may have noticed, these are beneficial behaviors for employees as well as for customers.
Recognize Your Values
One of the challenges that I see people facing is developing a value proposition that seems approachable to others. It's different from an elevator speech or a cover letter. It needs to go a little deeper.
I typically suggest looking to your core values when you try to determine what value you provide to the people you lead. What's most important to you as a leader?
Your values translate easily to some of your value as a leader. They have guided the direction your leadership journey has taken. They have focused on the development of your skills.
For example, you are probably a great listener if you value collaboration or self-development. That is a valuable skill to your organization and to anyone who might be considering joining.
Mining Company Culture and Vision to Refine Your Value Proposition
Beyond your own personal leadership skills and style, you offer plenty of other value. Your vision for your organization's success can be a unique and powerful element of your value proposition.
Your vision is your idea of a perfect world. As a leader, your main role is to motivate others to join you as you pursue that vision. It makes sense that your value proposition should highlight that pursuit.
Direction and focus are important. If your vision is big enough, just being part of it is valuable.
Culture is also important. In essence, it's the way you go about pursuing your vision. Many stakeholders, especially younger generations, will find it highly valuable if your culture aligns with their own values.
Pulling It All Together
Your value proposition should reveal the best aspects of your leadership practice. It's more than a list — it's an invitation to join you on a journey. Practice refining and developing it, and you'll already have started leading from a value proposition perspective.