I created this exercise after hearing people say their job in IT wasn’t understood by their parents. It’s now my ‘go-to’ for starting a business value proposition workshop.
As a thinking exercise it works for any job. I know you’ll enjoy it. Just start by answering this question.
Who do you serve?
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Example answers:
We work with NHS Trusts …
We work with oil and gas companies …
We work with non-profits implementing SalesForce …
That’s where you work, not who you serve. It’s a little abstract. Let’s go deeper.
Who do you serve?
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Example answers:
I work with the managers in NHS Trusts …
I work with oil and gas engineers …
I work with non-profit CROs …
When pressed the answers we tend to get more personal. So let me ask you a second question. Answer this one.
How do you serve them?
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The answers generally moves us into ‘do do’ land. Examples answers:
We enable culture change …
We implement knowledge-sharing methods …
We provide cloud advisory and implementation strategy …
Yes, that’s what you do. Now, let’s make this about them.
How do you serve them?
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Examples answers:
I help NHS managers end poor practices and ensure their team gets the basics done right.
I help engineers get their best research acknowledged and shared.
I help non-profit CROs amplify fundraising donor engagement.
So, that’s it. Now you’ve got something that’s easy to understand. You can tell people (and parents) about it and they’ll get it too.