A hidden point of view

One great thing about interviewing museum folks is that I get to hear from experts in a domain that’s new to me. Experts tend to have strong opinions (though they may be loosely held). They see their subject at a higher resolution than others. 

Experts have a point of view.

So, it seems odd to me that so many organizations run by experts fail to communicate a point of view to their audience.

Go over to your organization’s website right now and look at the home page.

Is there anything that communicates what makes your organization unique? Is there any enduring value proposition for the visitor?

Probably not.

I bet the home page of your website is essentially a menu of options. There are lots of things to choose from — calls to register for a program, buy tickets, save the date, become a member, etc.

There’s no clear point of view — no durable answer to the underlying question: ”why?"

I’m not suggesting your home page should be littered with links to opinion pieces written by employees.

I’m asking why, when visitation-based membership organizations do offer unique experiences that can’t be found elsewhere and are often staffed by experts, they don’t devote a single pixel to proclaiming their uniqueness and contrasting what they offer to a weaker alternative.

On Wednesday, I’ll share some examples of what I’m talking about along with some thoughts as to why rarely communicate a unique value proposition. In the meantime, as always, hit reply and let me know your thoughts.

Thanks for reading,