Posts in value
Job hunting

Check out this article on value propositions for museums by Anna Faherty on MuseumNext. (Hat tip to Carissa for getting this in front of my eyeballs on LinkedIn.)

Value propositions are a recurring theme in these letters. I wrote about them herehere, and here; then herehere again; most recently, Value Proposition appeared as a murderer in a bedtime story for my son.

So, I was excited to see someone writing about them, but what really got my heart beating was Faherty’s mentions of customer “Jobs” in relation to museums…

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Randi Korn on value propositions

List member Randi Korn, Founding Director of RK&A and author of Intentional Practice for Museums: A Guide for Maximizing Impact, responded to my earlier emails about value propositions for museums (shared with permission):

Museum websites are often put together by the museum’s marketing department, and marketers may not think that value proposition as a thing to sell or as a thing others might want to buy …

A value proposition isn’t something you can sell — at least not directly. You can’t purchase admission to a value proposition, which means its impact is harder (but not impossible) to measure.

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Is a value proposition a priority?

Last week, I wrote a series of emails to you that began by asking why it’s so rare for museums and cultural organizations to communicate a value proposition on the home pages of their websites. (If you’d like to catch up, you read this entire series as a single unit over here.)

I said that user research could be a great way to uncover a value proposition that resonates with some segment of your organization’s audience.

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Uncovering value

Over the past few days, we’ve been talking about value propositions. (If you’re just joining us, you can catch up over here, where I’m assembling all these shorter emails into one long blog post.)

Today, let’s take a first look at how user research comes into play.

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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.

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