Most organizations go through a soul searching process of figuring out who they are, where they are going, and what they must do to get there. But in doing so, many miss the most important pieces of the puzzle…the “why” and the “who”.
Answering the questions, “why do we do what we do?” and “who do we serve?” are fundamental steps to determine your organization’s value proposition. Your organization’s strategy should focus on this one thing…fulfilling your value proposition.
A value proposition is a benefit or experience that you promise to deliver to the people you serve. You successfully fulfill the value proposition when your customer/client believes that the promise has been fulfilled.
From a strategic perspective, value proposition and relevancy are intertwined. Fulfilling the value proposition is fundamental to creating a relevant organization. If you can meet the needs of the people you serve, you become relevant to these people. Therefore, to be relevant, your strategy should be focused on meeting the needs of the people you serve.
Sounds straightforward, however, many organizations are focused on issues of survival and sustainability such as revenue and capacity building. All this is important, but your organization will struggle with relevancy if your strategy does not include a focus of meeting the needs of the people you serve.
If you don’t know why you do what you do, your purpose becomes vague. If you don’t know who you serve, you don’t know what to do to satisfy their needs. Without clarity on these two questions, you won’t have a clear understanding of your value proposition; thus, lacking relevancy.
Before you create your next strategy, start with your value proposition: ask the questions, “why do we do what we do?” and, “who do we do it for”?