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  • Writer's pictureHamish Mackenzie

The value proposition is dead.

It’s disturbing that so many businesses still think they need a value proposition. Or, for that matter, a sales pitch.

It’s 2020. Buyers don’t want to be “propositioned” or “pitched”.

They are, however, still willing to engage – if you make your offer relevant and compelling enough - and communicate it in a way that sounds like it’s coming from a person and not a content “machine”.

That’s why I encourage my clients to ditch value propositions in favor of value conversations.

This is NOT semantics.

A conversation is based having or wanting a thorough understanding of how your customer thinks and feels.

It’s bi-directional, not a broadcast.

And it’s focused on their situation, not your product.

Value propositions belong in the 20th century. Start having value conversations instead.

If you’d like to discover how to start having value conversations with your customers, drop me a line: or book a 30-minute call with me here.

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Copyright Hamish Mackenzie, 2020

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