Volume XXIII, Number 52 (Issue 1161) December 29, 2025
What Is Your Value Proposition?
Do you, does your organization have a value proposition? If the answer is no or I am not sure, you are not alone. JKHCo has not had a value proposition prior to recently. For that matter, neither have I. For the record, a value proposition is a short marketing statement (sometimes referred to as an elevator speech) that explains why customers and prospects want to do business with you rather than with your competitors.
We have had a mission statement since our inception: Helping individuals and organizations transform potential into performance℠. It is my personal mission statement too. But if I were to tell you it is always top of mind, I would be lying. Over the years I have thought about what our value proposition might say. I have even performed a Google search where I found a couple of templates meant to help an organization construct a value proposition, but apart from the focus on brevity, those examples struck me as not very helpful not to mention overly formulaic.
As I have considered this topic, it strikes me that organizations need a minimum of two value propositions. The first is why customers should choose and be loyal to you. The second is why a prospective employee should choose to come to work and be loyal to your organization. You and I might also be well served to have our own value proposition – one that clearly expresses why an organization should want to hire them.
The thing about having a value proposition is you must practice it religiously – not just when the mood or situation calls for it. I could say my personal value proposition is “I give 100% of myself and my best efforts in every situation.” Sounds good. However, can I say I am one hundred percent faithful to it? Not really. I had a boss early in my career who would tell me I could find more ways to waste time than anyone he had ever known. That would be followed by I could also produce more quality output in a single
day than anyone he had ever met. Unfortunately, the latter behavior does not make up for the former.
So, what might JKHCo’s value proposition say about us? As new to us as it is, it does convey what we do and why: We care. We listen. We advise. We solve. We serve. The acronym C.L.A.S.S. helps us remember it. Fundamentally, our goal is to help you be best in your class.
Cheesy? Perhaps. But in addition to capturing what we do and why we exist, it also explains why we have enjoyed a measure of success for as long as we have.
What about you? What does your value proposition say about you and your organization?
Soli Deo Gloria
“Each of you should use whatever gift you have received to serve others, as faithful stewards of God’s grace in its various forms. Do not be slothful in zeal, be fervent in spirit, serve the Lord.” 1 Peter 4:10-11
J. Keith Hughey
Mobile: (210) 260-0955
E-mail: keith@jkeithhughey.com
Website: www.jkeithhughey.com
Transforming Potential into Unmatched Performance
Copyright 2025 by J. Keith Hughey. All rights reserved. Permission is hereby granted for reproduction and redistribution of this essay as provided under the copyright laws of the United States of America. Recent issues of Musings may be found at www.jkeithhughey.com. Your comments are always welcome.