If you don’t have a value proposition that is appealing, relevant, and engaging, the point of your arrow is blunted. The aerodynamics are poor and it won’t penetrate anything. It will merely bounce off.
If you have a strong brand, people will flock to you, no worries. But to build toward that kind of powerful brand you need a value proposition that provides direction and power for your talents and abilities. As a buyer, I’m not very interested in “aligning,” or “understanding,” or “clarifying.” I’m interested in better retention of talent, higher margins, greater market share, more customer referrals. safety, security, and so forth.
And, if I’m good at what I do, I don’t have “problems” for you to solve. But I do have money to invest in raising the bar, innovation, forging new opportunities. Don’t assume I’m “damaged,” assume I’m very, very good and relate to that condition. How can you improve it still more?