INDUSTRY INSIGHT
Build a value proposition
The first step is to establish who you are and what you have to offer – what I call in my new book – Navigating Your Next, building your value proposition. Our personal value proposition is your brand promise – made up of your credibility( your competencies and context), relevance, fit and motivation:
• Credibility: Demonstrated competency and context.
• Competency: Careers are built on competency, progress and mastery( employers hire for competency) and experience. What skills or capabilities do you have? Are you distinctive at any of them? What experience do you have in demonstrating these competencies and at what level?
• Context: Success is highly contextual. In what contexts have you built your skills and been successful? What organisations and teams have you worked in( start-up, scaleup, large company)?
• Relevance: What is special about you that creates value in the role? Why you rather than the ten others applying( e. g. you have expertise in pricing in applying to a businessto-consumer marketing role and can drive value immediately). What have you done that is most applicable in the role description? What marks you out – why you?
• Fit: Success in organisations over time is based on fit. Fit is a matter of whether you mirror and can work in the company’ s culture and with its values as lived by your boss and co-workers. What are your values? What is your‘ tribe’? What cultures have you worked in and been successful in? How are you a fit to this culture?
• Mindset: What drives you and motivates you( your reward mechanism and impact on others)? What are your aspirations and goals – what do you want to achieve, over what time period? What are your limiting beliefs and biases? What is your decisionmaking style and process?
Sharpen your niche
By defining your current value proposition, you can start to think about where and how you can leverage these. You can stand out from the crowd by having a better sharper story. Human beings have not changed much in 40,000 years and we all want to hear each other’ s story. Why is this person in the room and what do they want? So, can you say which of your skills will give your potential employer a competitive advantage? What do you offer that is unique to you? Why will you work harder or be more successful?
Start with:
1. Who am I? What is your story, background and identity. What are you good at? Where do you come from? Where are you going?
2. What do I want? Your desired goal, opportunity or next career move / promotion.
3. Why me? The unique value you bring. Why are you the right person and the right fit of credibility and relevance? Why are you the hero of your own story?
Then:
Julian Lighton, Author and
Business Coach
• Frame your story: Think in terms of a beginning( your current situation), a middle( the complication you’ re solving) and an end( the resolution or impact you intend to achieve).
• Practise and refine it: Tell your story to yourself, hearing yourself say it out loud, tweak and revise as needed.
• Expand your channels: Once your basic story is in pretty good shape, translate it to the various media in draft form – elevator pitch, resume, cover letter, social media profiles.
• Seek next-level feedback and conduct A / B testing: Present your story and digital documents to a small group of mentors or former managers who understand you and
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