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.
And, since it’s rare for these kinds of organizations to communicate a value proposition, I speculated that anyone at a museum who floated the idea of devoting resources to delivering a value proposition would face at least some resistance from colleagues. Change is hard.
But before I dive into addressing those internal objections, let me ask you:
How do you handle change management at your organization today?
Am I describing a scenario that seems far fetched to you?
Is it hard to imagine someone within your organization coming forward to test a new value proposition for your audience?
Remember, I’m not talking about communicating the value around a particular program or exhibition. A value prop is evergreen — or at least more enduring than any single event.
In other words, does the idea of communicating a value proposition resonate with you? If someone raised their hand in a meeting and said, “Hey, how come we aren’t communicating a more enduring point of view in our marketing?” — or, "What if we could incorporate more of our staff's knowledge and expertise into our communications?" — how would you respond to that?
Hit reply and let me know.
Thanks for reading,