The value proposition is not an elevator pitch (How many elevators do you get trapped in?). It’s a brief, concise statement that defines you and leaves someone wanting more. If they’re intrigued, they’ll give you permission to elaborate. If they aren’t, they ask about your tie. Just embrace the exercise of not winging it and avoid the long-winded data dump. Some people want to know what time it is, others want you to build them a clock. Some want to enjoy the bratwurst, others want to know how the sausage is made. Be led by them.

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