Admittedly I'm a pretty big fan of Simon Sinek and his "golden circle and why" concept. What he basically says is "all companies can articulate what they do and how they do it (their value prop) but very few can articulate why they do it". He goes on to say "people don't buy what you do or how you do it, they buy why they do it" Hmmmmmm......

Yes, I believe determining your why is great and important - but I'm not convincened all companies truly know their what and how - their value prop. Case in point - at CSBexcellence we work very hard at helping Modern MSPs determine their value prop that's laser focused on their target verticals and personas - and 9 times out of 10 when we first ask it goes something like this "we provide the best service because we have the best engineers and we offer 7x25 support". Hmmmmm...... That's simply table stakes isn't it? What real "business" value do you provide?

In todays tech world clients are looking for "business outcomes solutions" that align with their business needs. A CFO at a regional bank is looking to solve his/her business problems, the owner of a six location real estate management firm is looking to solve his/her business problems, the Head of Marketing a financial services firm is looking to solve his/her business problems, etc.

And on top of all this remember the new world of marketing and sales 2.0 aka "smarketing", where the buyer is now in control of the sales process going through their "buyers journey" all by themselves in three stages,