A Short Case Study: Preparing a Value Prop Session

This case study was written in 2018.

1. Session Prep

My approach to organizing a work session is simple yet thoughtful. It's similar to how my aunt selects a recipe - she reads multiple options and chooses her favorite details. Similarly, I research the subject, review different resources, and select the most useful ones for the session. I always make sure that the goals are clear. I structure each activity based on the desired outcome and communicate the purpose to the group before and during the session. I also remain flexible as a moderator, adjusting the pace and duration based on group reactions. Knowing the team well is beneficial. This allows me to choose exercises that match their rhythms, personalities, and available time. Additionally, I consider the sensitivity of time and attention span. For instance, brainstorming requires an open-minded approach and divergent thinking, while creating a concise elevator pitch demands focused, convergent thinking.

2. Let's start! The session

The goal of this session is for the team to pause their daily work and think about their own service/product with a fresh perspective. The aim is to understand how customers perceive the service/product. This understanding can improve communication, enhance the quality of service, and ultimately increase sales and customer loyalty. It is recommended to involve everyone in a Value Proposition session, although it works best with a small group.

A warm-up exercise
We started with a warm-up exercise on our team's values, which was optional. Each of us chose 10 words out of 100 to discuss how they relate to our company. We then shared our chosen words and reflections. Finally, we had the opportunity to add one more word to the board, representing what we aspire to be as a company.

Value Proposition Canvas
We then went through the Value Proposition canvas together to better understand the goals and significance of understanding customer needs. This exercise helps us empathize with our clients and connect their insights with our product. By doing this exercise in this order, we can align our product's purpose with the real lives of our customers.

On assumptions (for the client side) 
You can begin these sessions based on the team's assumptions, but it's crucial to verify those assumptions later. You can collect them through user interviews and research. Getting actual feedback from your customers will help you confirm this exercise or identify areas that need to be reviewed.

3. Nailing a final sentence

During our second meeting, I allowed everyone some time to think. Then, I asked the team to bring at least three sentences. I printed out all the suggested sentences and together, we highlighted the best parts and created one sentence as a group. We made sure to keep it simple. If there were too many elements in the final sentence, we went back to it. This exercise turned out to be valuable for our company's pitch, website redesign, and clarifying our vision.