How many times have you seen someone pass on a deal or opportunity because they did not understand or appreciate the value of the commodity? Not only does the commodity have to add value, but the general consensus also needs to be that the product is valuable. Assessing and assigning value is both art and science -- it's creating value and a corresponding narrative so that most appreciate and acknowledge the commodity's usefulness.
Over the course of my career, I've been in roles that allowed me to add immense value, but some of the recipients didn't readily recognize it. I'd often be left disappointed and confused as to why they couldn't see all the value they were provided. I've come to realize that in some instances, I failed to communicate my full value and they failed to perceive it.
Whether it's a product, person, or idea, you have to be able to clearly state the value proposition for the intended audience.
Below are the three ways to better demonstrate value:
Communicating value
In retrospect, my failing was in not adequately conveying the value I brought to the table. I've always preferred to work behind the scenes and let the work speak for itself. Therein lies the problem -- the work doesn't speak, just like the product doesn't speak. It was incumbent on me to represent the value so that all could not only experience the value but also understand the derived value that was communicated.
Ultimately seeing is believing -- it's aligning those senses that allow the audience to see, hear, touch, and experience the product, person, or idea. That level of congruence helps drive more effective communication of derived value.
Because if you leave out just one of the senses, you may have lost your ability to effectively communicate with the audience. That's a communication wobble -- it creates tension because something is missing. The solution is to avoid wobbliness and present a sturdy, compelling narrative that satisfies the senses.
Translating value
There's a saying that some people don't know a good thing until it's gone. Gone is an endpoint we are trying to avoid, we want people to be well aware of the good thing and for them to always want the good thing. From a product perspective, you want a great, indispensable product that consumers depend upon so that they never want to let it go. That's brand loyalty driven by the strength of the product and the corresponding positive experience.
A big part of translating value is telling the consumer exactly what they're getting and why they need it in their life, and then consistently delivering on that value. The same applies at work when trying to influence people on an idea -- there needs to be a compelling why and clear positive outcomes. Translation is making sure the broadest audience understands and appreciates what they will get. Creating that congruence is key and that is why some seemingly similar products, people, or ideas can break through while others cannot.
Proof of value
People are naturally selective and critical when evaluating a product, person, or idea. People are looking for verification to ensure they're getting what the label has communicated. If you're an employee, you have to be both respected and show demonstrable value conveyed through results as well as feedback. I describe this conveyance as humbly yelling from the mountaintop what you've contributed, because there can be a lot of noise that has to be filtered through to be seen, heard, and appreciated.
This process is elevating the evidence. In a product, it's positive customer reviews, testimonials, word of mouth, and validation of the claims, and it's also having a reliably wonderful product experience. When taken together, it provides ample proof for the consumer.
For the employee, the proof is others co-signing on the value of the work or idea. And with each person who declares the value derived, how the business function was improved, and how the process enriched the company, the employee's brand and respectability increase because their value is validated.
At the end of the day, it's more than just adding value. You need to be perceived as valuable through results and visibility. This is an important distinction because value is in the eye of the beholder.
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