The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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February 10, 2022

Create a Value Proposition That Makes People Buy

Predatory Marketing, Branding, Popular Posts, Value Proposition

Putting the Value in Value Proposition

People make emotional decisions and then rational justifications. They are not buying the product or service, they are buying the benefits or outcomes they receive.

A truly great value proposition focuses on this by including these 3 things to get maximum value:

  1. Ground in insight and an understanding of what your customers really want.
  2. Your messaging needs to be powerful and relevant.
  3. Align with your purpose and tone to be memorable and believable.
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July 5, 2021

What Are Brand Archetypes? How Do They Power the World’s Most Memorable Brands?

Step Change, Branding, Brand Archetypes, Popular Posts

Discover the 12 famous archetypes and how they can make your brand top-of-mind for your consumers.

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September 15, 2017

How Genghis Khan and Mother Teresa Would Beat Amazon in Australia

Business Strategy, Power of Model Thinking, Decision Making, Popular Posts, History's Greatest Strategists

If you had to make a list of some of the most powerful brands in history, online retail giant Amazon would undoubtedly be right at the top. According to one recent study, the company saw $2.371 billion in net income in 2016 on the back of $136 billion in net sales — and that’s just in the United States. The company is also growing at a rate of about 27% year-over-year and currently employs more than 341,000 people. All of this is to say that the fact that Amazon has decided to make its long-awaited move into Australia should come as a surprise to absolutely nobody. 

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June 29, 2017

How to Craft the Perfect Product Messaging

Branding, Popular Posts

Offering a product or service with utility or merit is no longer enough. It’s now necessary to create a value proposition to get people to notice and convert them to loyal customers.

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June 28, 2017

The Death of the SWOT Analysis and the Rise of the Strategic Radar

Business Strategy, Popular Posts

Recall the last time you had your strategic planning with your team. Did your plans turn out to be successful? Or were you frustrated that last year’s SWOT analysis proved to be lacking?

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January 21, 2017

Team Decision Making: 4 Consensus Techniques Every Leader Must Learn

Power of Model Thinking, Popular Posts

Involving your team in decision making is complex, but it doesn't have to be stressful. This blog post explores four techniques that will ensure team consensus.

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August 17, 2016

4 Things B2B Salespeople Need to Stop Believing

B2B Sales, Popular Posts

WATCH: Step Change Founding Partner, Jeff Cooper, on the four myths in B2B that salespeople need to know.

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