Figuring out your company’s value proposition is an inside-out process if it’s to be both sustainable and reach high levels of excellence. Far too many use an outside-in strategy. They survey the customer to see what they say they want and need, they look at industry trends…they look at all the external data they can get their hands on to make the decision on next steps.
The data is not the problem in and of itself – it can be valuable in the proper context. The problem when looking for external data to decide your direction is that you’re always in chase mode, your competitors have access to the same data, and nothing you come up with is authentic to YOU.
Instead, start with who YOU are. What unique problems do YOU want to solve. What’s YOUR big dream and compelling purpose/why? What do YOU believe about the customers you serve, what they need, why they desire it? Start there, write a ton, get clarity. Then the external data can be a great nuance to your conviction.
BUILT TO LEAD 