Value Vs. Values… Part 1


Earlier today, I heard yet another radio commercial espousing a local company’s unwavering commitment to providing ‘value’ for their customers.

Of course, this carries as much weight as the myriad of advertisements touting such things as ‘we believe in quality’, ‘great customer service’, or ‘fast delivery’.

Worse, the spot threw a wide net… making the appeal that, “Whether you operate a home-based business, or a Fortune 500 company… you face the same challenges.”

Uhhh… right.

That aside, the problem with the ‘value’ position, of course, is that ‘value’ is highly subjective.

For example, if I need a simple legal document… ‘great value’ might mean a $50 investment with an online resource like, or even a free perusal through the Legal section at my local library.

However, when I was in the process of selling my business, or arguing a case that went all the way to the U.S. Supreme Court… $300 per hour seemed like a darn good value.

And it was.


It’s not that ‘value’ isn’t important… it’s that it’s a given. In terms of marketing and differentiation… it’s a non-statement.

When a business clings to the message of value (or quality, service, delivery, etc.), it falls on deaf ears. Unless, of course, they are trying to differentiate themselves from the vast numbers of companies out there who are advertising their own ‘lack of value’ by providing ‘marginal quality’, ‘poor service’, and ‘lousy delivery’.


In other words, it’s a complete waste of precious resources.

There is, however, a real set of differentiators; and as a small business, they are some of your greatest marketing weapons. They cannot be stolen from you… nor easily duplicated by your competition… for they are innate components of your company… your culture… and your own character.

You see, it’s not about value… it’s about values.

Your values.

Your team’s values.

Your customer’s values.

And the place where they all meet.


I look forward to speaking with you.


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