Paradoxically, he only excluding word or adjective that exists is "unique". To say "unique" means that there is no other equal. Throughout history, this adjective has been applied to denote singularity, exclusivity, prestige, rarity.
What happens when we use "unique" applied to person? Some time ago I wrote a post on this blog entitled "What makes you a unique person". There explained the need that we have other people to promote this uniqueness.
"Today I want you to see three ways to treat the"uniqueness"in the management of your personal brand: The USP, the SMP and the value proposition. If you have little time, Here is a one minute video-summary:
The USP or unique selling proposition
Any Publisher that claims to be it can remember the USP (Unique Selling Proposition) in the years 50 by the great Rosser Reeves, the Ted Bates Agency. The unique selling proposition was a commitment of effort and differentiation for brands. With a good USP followed by a good investment, the advertising and distribution, success for brands was guaranteed.
In this example of Colgate, Reeves compared directly with Colgate competition to create a unique selling proposition.
The SMP or "unshakable value" proposal
Times are changing, and years later, in the Decade of the 80, the Saatchi brothers They slightly modified the concept, creating the SMP (Single Minded Proposition). The SMP was more looking for the singularity, Although it was not only, a matter of preference, more emotional than rational.
For example, the campaign for British Airways signed with "Favorite air line of the world", whose spot of 1987 won several international awards:
If this campaign had signed Rosser Reeves, possibly the announcement had been plagued with text comparing international flights booked British Airways with other airlines, their prices, on board services, punctuality statistics…
The comparison in the SMP is still, but it appears more as a singularity (emotional) not as a rational choice.
The Value Proposition or value proposition
It was Michael Lanning the creator of the Value Proposition (the value proposition), already about the 90, Although his book dates of 1998. Lanning prepends the contribution of value to the client as a key element of choice.
10 years later, Alexander Osterwalder and Yves Pigneur they placed the value proposition in the center of its business model canvas. The same authors published "Designing value proposition" (Deusto, 2015). There the value proposition they tried to satisfy the profits or problems (gains & pains) consumer.
This value proposition model is perhaps the most easily applicable to people, and not only to corporate brands.
I like to work the value proposition with a simple formula: It first explains the benefit to your customer and then explains what you do to achieve this.
Here are some examples:
- Eva Vila-Massanas: I help companies to compete successfully in environments VUCA through internationalization, diversity and technological change
- Jorge more : Boost innovation and growth in retailers, associations, sales and international business communities, creating more profitable projects
- Eva Collado Durán: I put in value to individuals and organizations so that they can find, develop and project its best version in a changing environment, complex and digitized
- Francesc Albiol: Creative Analytics Marketer. Accelerating SaaS Startups with Growth Marketing #EmbraceChange
- Marta Mouliaa: My commitment is to retain and attract talent in organizations implementing programs of personal branding in volatile and increasingly digitized environment
- Christian Fernández: Management of cultural change and empowerment of people in organizations
And if the value proposition is unique?
If we looked for in the Book Guinness of Records, possibly we would find many unique proposals. If they are of value or it would not have to assess each. I wonder What importance might be the only man in the world that swims with polar bears, at least from the point of view of business model.
The exercise to be carried out is to complete the following sentence:
I am the only person in this world that...
Do not think that it is easy to be relevant. You can pass as to which nothing with polar bears or as a Nigella Lawson: "possibly the only woman in the world that could make the horns of felt would be attractive".
Doing searches for the network, I found one Only something singular value proposition, the director and actor of cinema X Keiran Lee. Holding Lee in the "bio" from your Twitter profile which is “the only man in the world with a penis locked in a million dollars”.
In this case, can it be relevant to your audience? Yes, possibly for an actor of such, the 'tool' is important. I, Anyway, I think that this would be his true value proposition: the only man in the world with benefits sufficient to ensure his penis into a million dollars.
Anyway, I don't know if the example is inspiring. In any case, you already have - have- a challenge for the season 2019/20: to answer this complex question.
If you have clear your unique value proposition, leave me a comment in the post, Maybe you can inspire many people.
Stock Photos from Dmitry Guzhanin / Shutterstock
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