Anna Caraveli reveals some insights from their recent survey of associations.
Few questions stymied the CEOs we interviewed in our research more than the question about what they saw as the greatest value they delivered to their customers. Their answers usually consisted of lists of existing programs or recitations of their mission statements, mistaking what the association thought was of value for value proposition. The point is that value propositions are NOT about you but about your customers’ experience. The only thing that counts as value proposition is your customers’ perception of your value to them and the outcomes they experience. Your organization’s opinion or committee’s conclusions about your value do not count.