In this post we’re going to dive into the world of creating a unique value proposition and why using the 3 C’s: customer, competitor, and capability is the secret sauce to something desirable, viable and feasible. We’ll explore why these three lenses are absolutely crucial for creating something that’s not just good, but genuinely compelling to customers and distinctive in the market (yes, even highly mature, commodified ones like yours).
The 3 C’s: Your Secret Sauce for Standing Out
Ever been to Marrakech Jemaa el-Fna Square? A crowded marketplace where everyone’s shouting about how great their products and services are? How would you make your voice heard if you were a trader? To be honest, that’s a bit like how most online markets are like today, whether you’re trading on insurance extranets or just trying to get attention on Linkedin.
That’s where the 3 C’s come in. They helpfully simplify things and form your toolkit for cutting through the noise and building a proposition that actually means something to your audience.
Customer: The Human Heart of It All
Let’s start with the obvious one – the customer. You might be thinking, “Well, duh!” But hear me out. Understanding your customer isn’t just about knowing their age or job title or what sector they work in. It’s only a little bit about knowing what needs they have for your product or service. In reality it’s about diving deep into their world, their daily struggles, and their secret desires (mostly but not always in a professional context).
Why is this so crucial? Because when you really get your customer, you can create a value proposition that speaks directly to their emotional needs. You’re not just solving surface problems and stated needs; you begin to be able to address needs they sometimes don’t even know they have.
Think about it. When was the last time a product or service made you go, “Wow, it’s like they read my mind!”? That’s the reaction you get when you truly understand your customer. It’s not just about ticking boxes; it’s about creating an emotional connection that makes your offering irresistible.
Recommended reading: https://stratinn.co.uk/Innsights/what-is-a-proposition-statement
Competitor: Know What You’re Up Against
Now, let’s talk about your competitors. This isn’t about copying what they do, nor is it about overly worrying about what they do and making you nervous – it’s about understanding what customers think of them and finding any gaps they might have left wide open. It’s really about uncovering opportunities to say something different.
Why is this lens so important? Because uniqueness doesn’t exist in a vacuum. For your value proposition to stand out, it can only do that IN COMPARISON to what’s already out there. It’s not enough to be good; you need to be distinctive. Somehow, when a need for your service crops up, it needs to be YOU that pops into their mind. Why you vs. anyone else?
By understanding your competitors, you can:
- Spot the areas they’re neglecting
- Identify what they’re doing well (and how you can do it better)
- Find the sweet spot where your strengths meet their weaknesses
It’s not about obsessing over the competition. It’s about using that knowledge to sharpen your own offering. After all, if you don’t know what’s already out there, how can you create a offer that’ll make customers’ yearn rather than yawn?
Capability: Your Superpower
Last but not least, we’ve got capability. This is all about looking inward and asking, “What do we do better than anyone else?” It’s not just about what you do, but what you do exceptionally well.
Why does this matter? Because a unique value proposition isn’t just about promises – it’s about delivery. There’s no point in claiming you can leap tall buildings in a single bound if you can barely jump over a puddle. That’s the fastest way to destroying your brand and positioning in the market.
Your messaging, positioning, offer and promise to customers need to actually match the capabilities you have in the business (and those you are currently building).
It’s finding that sweet spot where what you’re brilliant at intersects with what your customers desperately need and what your competitors are rubbish at delivering.
All Three? Together? There Be Unicorns
Now, you might be wondering, “Surely I just need to focus on one or two of these?” Sure, you could. But it’s the combination of all three that creates true magic. Mixed together in the right proportions, you’ve got something that hits the sweet spot.
That’s what the 3 C’s do for your value proposition:
- Customer insights ensure it’s relevant, desirable and emotionally resonant
- Competitor analysis makes it distinctive, compelling and memorable
- Capability assessment keeps it deliverable and ensures authenticity
Miss out on any one of these, and your value proposition risks falling flat. It might be relevant but not unique, or unique but not deliverable. And in today’s market, that’s just not good enough.
Bringing It All Together: Creating a unique value proposition
Creating a truly unique value proposition isn’t about just following a formula. It’s about embracing a mindset that values deep understanding, constant curiosity, and honest self-assessment.
By leveraging the 3 C’s, you’re not just creating a marketing message. You’re crafting a promise that’s based in reality, shaped by what else customers see in the market, and perfectly tailored to what they need. You’re creating something that makes both your customers and your team go, “YES, that’s exactly who we are and what we stand for!”
So, next time you’re scratching your head over how to make your offering stand out, next time you’re throwing ideas for lead messaging out there to see what sticks, remember the 3 C’s. Dive deep into your customer’s world, keep a keen eye on your competitors, and be brutally honest about your capabilities.
Do this, and you’ll be well on your way to creating a value proposition that’s not just unique, but unignorable.
After all, in a world where everyone’s shouting for attention, wouldn’t you rather be the one with the exact words your customer wants to hear?
Do you want to get started on a bit of a deeper dive? Lets start with the #1 way to create a compelling customer value proposition… the customer: https://stratinn.co.uk/Innsights/customer-value-proposition-the-most-important-part-is-the-customer
