If you walk up to someone and say, "I have a solution that will help you:
- Get rich.
- Lose weight.
- Sleep well.
All without side effects or unintended consequences", you will get their attention immediately. Yes, they will want to know more, want proof, testimonials, guarantees and warranties. But at this time, their attention is all yours and they will give you permission to tell your story because your value proposition is simple and clear.
In strategy execution, people and teams have to change: they have to stop doing what they doing, start doing something different, very few things will stay the same. One of the best way to get their attention before you get permission to tell your story is via a clear value proposition.
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