Alright, so in the testing section or the validation section we talked about, you're starting to build your value proposition statements, you're exploring different things, you're exploring different aspects of your value creation, either from the process standpoint or the customer standpoint, eventually we'll get time to finalize and craft your value proposition statement. So this first slide here is the value statement formula that we're recommending in this course. And obviously, you know, be flexible. You can read other people's opinions, you can match it to your company or industry or context. It's not a hard and fast, but generally you want to have these components to it. Well, you can see here is the pieces you fill in in brackets, your brand slash company, slash whatever you do, offers a product or service, what is it that you're offering?

And again, doesn't matter what you offer, it may not be one to one at the value, and you're offering it to who who are your customers? What is the sort of the Avatar your perfect customer and what are they looking for? So that's who you're marketing towards. Then you're doing, you offer that to them to this value or result. And that's the value. That's what you've been doing all the research and validation for, you know, if it's the watch brand, or if you're a digital marketer, or if you're a graphic designer, you know, you're going to offer x picture, watch whatever it is, but what's the result?

What's the value, you've given your expertise, your insight, your guidance, you've helped them achieve a benefit. You've helped them launch their book, you've helped them you know, when that next client meeting, there's something there that what is the value and that's a little bit again, it's this is why this is so important to dig into what the customer is using your stuff for. And then the rest of the value same formula is compared to or here it says on like, but you offer this to this result on like my competitors or my other people who offer similar services because of your differentiator online. This person, we this, we do this. So it's really showing and you have to be able to have validated your research to say, Why customers use you is because you are different in this way. And differences among people think back to the lemonade stand example is where value creation opportunities exist, it's impossible to differentiate if everyone's the same.

So what makes you different? And why are you different from not only the market and being able to offer what you do and create value there, but also from your competitors. So that kind of touches the core pieces of what you've been working towards. And then we kind of talked about it earlier. But once you have that statement, this is where you're going to go through the four categories we introduced in this course, and really start aligning your activities to achieve these results in reducing costs and increasing output. Put this all over your service all over your co working space, your office, put it on your SLO as your slogan internally so that people know what value they're trying to create.

Why they're different. What everything They do should be rolling up towards. And that's how you should be bending all your operations towards that so they can avoid compromising what the customers would pay for and they can avoid non value added activities. On the growth front, align everything now to this new value. proposition statement. Make sure that all the activities strategic or non strategic or whatever you're doing expanding, scaling, automating, and all lines of creating more of the thing that your statement talks about.

Shout out loud, get it out to your customers really get in there and make sure that they know it, you've tested it, you researched it, you validated it, the customers it speaks to them. So should appear and all of your marketing your branding, get it out there so people know what they're how they're engaging with you. And that really wraps up the marketing sales conversation, to put it on the website, put it in your sales materials. If you're talking to clients put in your proposals. This is where you use it. It really is going to be once you've really put in the time to build it.

It's going to impact every dimension of your operation, every dimension of you doing business, and that's why it's so important. really take the time and sometimes it can take months of market testing or iterating or doing different things. But it's really going to tell you how to run your business and how the customers are going to interact with you. And that's really kind of the statement crafting section. So don't expect this to be an overnight activity. And then in the last section for this training, we'll talk about going beyond the value statement.