Grand UVP of LIFE
People ALWAYS asking, ‘hey Hudson, how is Unique Value Proposition (UVP) design exactly the same as cooking exotic curries?’🤯
No, of course they don’t ask that, but they should. And if not quite exact, there certainly are parallels.
First before I begin, need to sound the alarm as there remains a serious lack of consensus if not wild confusion about what UVP’s do and are.
Startup ground-zero heavyweight Hubspot blows it by conflating UVP with a basic value prop (wrong), recognized marketing leaders focus far too soon on conversion testing and CTAs (not yet), published authors intentionally don’t detail the inner workings (close), and almost everybody else sees it as a casual, utilitarian exercise (no!).
As stated elsewhere, exquisite UVP design does nothing less than SHIFT THE CONSCIOUSNESS of the viewer, often permanently:
“strategic, alchemical thought piece
that perfectly captures the soul of
your dream, your promise,
your purpose.”💡
If that sounds like something you’re comfortable driving-out at home with snappy listicles…best get cracking. If you see a larger strategic opportunity, one that could mean the difference between massive success and utter irrelevance, you’ve got professional options.
Getting hungry yet? Here we go…
- Cooking is transmutational alchemy with constant tension/release
- Language is harmonics, space, and logic as much as words (see trivium)
- Life…is balance, surprise, dark/light, curiosity, creativity, growth, and love
My Thai curry is good with core ingredients of vegetables, coconut milk and chili. Completely fine.
Yet as I develop and deepen my flavor notes — with aggressively contrasting but ultimately harmonious elements — it starts to resemble less a mere life-sustaining foodstuff…and more a revitalizing symphony of human potential.
And memories, and philosophy, and purpose, and inspiration, and ambition, and…love.
EXACTLY the essence of expert messaging.
We’re entering a realm far beyond science and algorithmic A/B testing…we’re diving into the soul — yours, of the company, the customer, and the larger zeitgeist.
And this message, which yes, minimally serves a core function of anchoring your landing page (and every other conceivable mode of written/spoken presentation), serves a much more important function:
It’s your strategic commercial contract with the universe.
Better get it right.
Hudson Miles
Founder
UVP.monster👾
For “Strategic B2B Sales Training, visit SalesMasterclass.monster👾
Avoid. Black holes.
BONUS: looks unintentionally similar to China’s haunting “shared-bike graveyards,” a perfect testament to not having a sophisticated, well-reasoned UVP!
