What do we value?
Craig Bailey
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One quick answer: can we see it?
And does seeing it invoke an emotional response?
Trying to get to the bottom of what clients perceive as valuable is challenging, but I’ve started to realise an important part is whether they can see it.
Whether they can point at it. Whether they can easily show it to others.
A few examples to highlight the differences:
But...
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The important distinction is how the client ‘feels’ about it. The emotion.
They can proudly show a new logo to a friend. They can love a branding identity.
But how do you ‘show’ efficiency? What does it look like? How you even explain it to someone else?
If you can’t explain it, or feel something about it, or point to it, it’s hard to ‘value’ it when the invoice comes in.
It’s taken me way too long to appreciate this.
(It’s why we’re building a whole new visual arm to our business, to complement our traditional problem solving one.)