When big brands put together their strategy, one of the things they try to figure out is something called their Value Proposition, defined as ‘an innovation, service, or feature intended to make a company or product attractive to customers’. Which is what this admittedly cartoonish graphic is trying to represent.
All of those marketers (and you) want a brand that attracts the hearts and minds of people, and one which increases its attraction to their hearts and minds the more they find out about you. And there’s a reason Your Why is on one side of the magnet and Your Dream Audience on the other. Stay with me for a minute.
The value proposition is basically: what is it that YOU have that an audience wants. Or, flipped around, what does an audience want that you – and only you – have for them?
This is an extremely difficult thing for companies to figure out because, let’s face it, if you are a laundry detergent it is difficult to figure out what you – and only you – have for people to get their clothes clean. That’s why they come up with scents and pods and all kinds of other stuff.
There are lots of people that help them with this struggle, and one of the brightest thinkers out there is a fellow named Simon Sinek.
A few years ago Simon Sinek came up with a different look at value propositions by turning the way of figuring out how to look at what it is you really offer people and what it is they really want. In a nutshell his theory is called ‘Start with why’ and basically it says that people buy you for WHY you do things, not for WHAT you produce, and that is why people like Steve Jobs and the Wright brothers were so successful. You can see his TED talk here. It lasts about 18 minutes and is well worth taking a look at. At least 26 million other people have thought so. (Or you can visit his website or buy his book from Amazon. There’s a link at the bottom of the page)
Simon Sinek’s ‘Start With Why’ theory is perfectly suited to you as a musician.
In a nutshell, Simon says this:
WHAT: Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
HOW: Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
WHY: Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. WHY is a purpose, cause or belief. It’s the very reason your .organization exists.
People don’t buy what you do, they buy why you do it – Simon Sinek
Unlike laundry manufacturers, you probably do have a very noble reason for why you want to make music, a purpose, cause or belief.
On the next page we’re going to look at and start figuring out exactly what that is, and then we fit it into the Brand Theme to look at what Dream Audience would be really interested in spending their time and money and attention on Your Why.