Why ‘Good Enough’ Is Stunting Your Growth

?? “We’ve updated our messaging, but it’s not bringing in better leads.”

?? “Our sales team is having more conversations, but conversion rates are the same.”

?? “We lowered our prices, but it hasn’t helped us win more business.”

If any of these sound familiar, you’re not alone.

Most business owners and executives aren’t doing the wrong things—they’re doing things that are good enough. And that’s the real problem.

Because in B2B, good enough isn’t enough.

Your sales cycles are dragging, deal sizes aren’t growing, and margins are shrinking, yet you’re doing all the right activities—so what’s missing?

In almost every case, the root issue isn’t sales, marketing, or pricing in isolation. It’s your Value Proposition.

That’s why I wrote The 90-Minute Value Prop Audit: The Brutally Honest Truth About What’s Costing You Customers, Deals, and Profits—to help business leaders cut through the noise and uncover what’s really holding them back.

The Hard Truth: ‘Good Enough’ Still Loses

Your Value Proposition isn’t your tagline, branding, or just another business term—it’s the strategic foundation for everything:

? The quality of leads you attract. ? The ease (or difficulty) of closing deals. ? Your ability to protect pricing and avoid constant negotiations.

When companies struggle, it’s rarely because their product or service is terrible. It’s because their value proposition is vague, outdated, or just “good enough.”

Here’s where most leaders get stuck:

1. Messaging: You’re Talking—But No One’s Listening

Many companies assume their marketing is the issue. They tweak headlines, chase trends, and wonder why no one’s biting.

But the real problem? Your messaging isn’t making your value obvious.

? It’s vague. If a decision-maker can’t understand what you do in 3 seconds or less, they move on.

? It sounds like everyone else. If your message blends in with competitors, you have a differentiation problem.

? It’s missing urgency. If you’re not addressing a problem that prospects feel right now, they won’t take action.

The Fix:

? Your Value Prop must pass the 3-Second Test—can your ideal customer immediately see why you’re different than alternatives? Preferably in ways that matter most to them.

? Make your message about them, not you—focus on the problem you solve, not just your features.

? Ensure every marketing asset—website, sales deck, emails, and LinkedIn profile—reinforces a single, compelling narrative.

If your message isn’t crystal clear, your best prospects—whether they’re CEOs, procurement teams, or corporate buyers—will move on to someone clearer.

2. Sales: More Activity ≠ More Revenue

A weak Value Proposition forces your sales team to:

? Chase the wrong prospects.

? Justify lower pricing.

? Struggle to close deals.

If your sales team is having more meetings but struggling to convert, that’s a sign your Value Prop isn’t resonating with decision-makers.

The Fix:

? Diagnose the real reason buyers hesitate—are you solving an ROI, Time, Hassle, or Risk problem?

? Shift from convincing to validating—if you’re selling too hard, your value isn’t clear.

? Use a scorecard-based approach to reveal why your prospect can’t afford NOT to work with you.

Buyers aren’t looking for another vendor. They’re seeking a trusted partner who reduces risk and delivers measurable impact. If your Value Prop doesn’t establish that, they’ll keep looking.

3. Pricing: If You Have to Explain It, You’ve Already Lost

Dropping your price won’t fix a weak Value Prop. If you’re losing deals on price, it’s usually because:

? Your differentiation isn’t clear.

? The perceived risk of choosing you is too high.

? Your pricing isn’t anchored in real business impact.

The Fix:

? Frame pricing as an investment, not a cost—buyers need to see the ROI.

? Tie your price directly to value metrics (e.g., “How much is this problem costing your business?”).

? Create a “Walk Away Line”—if customers can’t see the value, they aren’t the right fit.

The best companies don’t win by being cheaper. They win by being clearer.

How Do You Fix This? Start with The 90-Minute Value Prop Audit.

If you run a company and face challenges with your sales, marketing, and pricing strategy, you’re not alone.

This is exactly why I wrote The 90-Minute Value Prop Audit: The Brutally Honest Truth About What’s Costing You Customers, Deals, and Profits.

This book is not theory—it’s a diagnostic tool to help you:

? Spot the hidden gaps in your Value Prop that are stunting growth.

? Get a clear, no-BS assessment of why customers hesitate (and how to fix it).

? Learn small, strategic shifts that will actually move the needle.

I’ve spent over 20 years working with companies that were this close to major breakthroughs—but stuck because of minor but costly misalignments in their Value Prop.

Now, I’m giving you the same audit framework I use with my clients.

Want to Fix This? Want to Know What to Fix? Here's How:

?? If you’re a B2B Owner or CEO, get an early copy of The 90-Minute Value Prop Audit (the actual book—before it officially launches on April 9th).

?? Or schedule a call with me—we can start looking at your value proposition and identify where you might be losing qualified buyers, pricing power, and revenue.

?? Drop a comment or message me directly. Let’s get your business past ‘good enough.’

#B2B #ValueProp #SalesStrategy #Marketing #Pricing #BusinessGrowth