Crafting Value That Truly Connects

If you’ve ever sat through a pitch or presentation and thought, “I still don’t get what they actually do,” you’ve experienced the absence of a clear value proposition.

A value proposition is one of those terms leaders hear often, but it can feel vague or overly “marketing-y.” In reality, it’s a powerful leadership tool—one that shapes not just how you sell to customers, but how you rally teams and influence stakeholders.

Whether you’re an emerging leader explaining your project to executives, or a seasoned leader sharpening business strategy, your value proposition is the thread that ties it all together.

What Exactly Is a Value Proposition?

At its simplest, a value proposition answers the question:
👉 “Why should someone choose you (or your idea) over other options?”

It’s not a mission statement. It’s not a slogan. It’s a clear, concise explanation of the benefit you provide, who you provide it for, and why it’s better or different than the alternatives.

A strong value proposition has three elements:

1. Audience: Who are you speaking to?

2. Benefit: What problem are you solving or what outcome are you creating?

3. Differentiation: Why is your approach unique, better, or more relevant?

Why Value Propositions Matter for Leaders

You might be thinking: “Isn’t this a marketing job?” But leaders use value propositions every day—even if they don’t realise it.

• In strategy: A clear value proposition focuses organisational energy.

• In leadership: It helps align teams around a shared purpose.

• In communication: It makes complex ideas easy to understand and buy into.

• In influence: Whether it’s pitching a new initiative to the board or encouraging team members to adopt a new process, your value proposition helps people see the “why.”

When leaders can’t articulate value, people disengage. When they can, people rally.

The Challenges Leaders Face

Crafting value propositions isn’t easy. Leaders often stumble in a few places:

1. Too vague
Saying “We deliver quality service” sounds nice but could apply to anyone. Vagueness kills impact.

2. Too detailed
On the other hand, drowning people in jargon or long explanations dilutes the message.

3. Internal focus
Many leaders describe what they do instead of why it matters to the audience.

4. One-size-fits-all
What resonates with a client might not resonate with your team—or your board. Leaders need to adapt value propositions for different audiences.

How to Craft a Strong Value Proposition

Here’s a simple process to sharpen your message:

1. Know your audience
Who are you talking to? Customers, employees, or executives? Each has different priorities.

2. Identify the problem or need
What pain point are they experiencing, or what opportunity do they want to capture?

3. Articulate the benefit
What outcome do you create for them? How will their situation improve?

4. Highlight the difference
Why should they choose you over another option—or why should they say yes to this idea over the alternatives?

5. Keep it clear and concise
If it takes more than 1–2 sentences, it’s too long.

An Everyday Example

Let’s say you’re leading a project to introduce visual boards into your manufacturing team.

• Weak value proposition: “We want to start using visual boards because other companies do and it might help.”

• Strong value proposition: “Introducing visual boards will give our team real-time visibility of production, reducing errors and helping us hit delivery targets faster.”

The second version speaks directly to the audience (the team), highlights the benefit (fewer errors, faster delivery), and is clear and compelling.

For Emerging vs Experienced Leaders

• Emerging leaders often need to practise brevity. The temptation is to prove credibility with long, detailed explanations. Focus instead on clarity.

• Experienced leaders may assume their value is obvious. It rarely is. Even seasoned stakeholders need to hear the “why” spelled out clearly.

The Leadership Edge

A great value proposition is more than words—it’s a mindset. It forces leaders to think outward, focusing on the people they serve rather than just the work they do.

Leaders who master value propositions inspire confidence, align teams, and win support more effectively.

So here’s your challenge this week: take one project you’re working on and write its value proposition in a single sentence. Share it with your team or stakeholder and watch how clarity changes the conversation.