When you run a company, you know its ins and outs; you also know how the products and services you offer can benefit the lives of your customers. However, just because you and your team are intimately in tune with these benefits doesn’t mean your customers will understand them–no matter how good your marketing and ad copy is or your social posts are.

Luckily, there are a few tools you can use to help convince people to buy what you offer–and one of the most useful is known as a value proposition.

If you work in, or run a business…


How often do we get the question: “What do you do?” Irrespective of the situation, think about what you answer. All too often we respond with the ‘what,’ not the ‘why.’ We’re answering in autopilot. It’s how we are programmed. This tiny difference in response reveals an enormous opportunity for both marketing and sales — and the answer lies in having a simple but compelling value proposition.

A simple answer can make a significant impact

Back to the question: What do you do? Let’s explore two responses: “I am working for a company that delivers ERP software for services companies”…


Every new software business has to face the critical phase of market validation. You’ve started your business around a big idea that solves a problem that matters, and now you have to prove it.

The future of your company depends on this phase — if it takes off, the future is bright; if not, you have a problem. And it’s this sense of urgency that gives us extra powers. You can feel the drive, the passion, the commitment to make a difference, the alertness to focus on the essence.

Startups need these extra powers because, be honest, they have everything…


The past weeks we’ve all experienced a period of change we fear. Change we didn’t want. Change we didn’t ask for. Change we try to hide and close our eyes from. But it has also been a period in which we experienced change we’ve come to love and value: The connections; the experience of embracing new ways of working; The innovations that positively surprised us.

Change has two sides. We fear it, and we love it. When meaningful change happens to us, it lifts us. We recognize it and talk about it to others. Meaningful change is valuable. It creates…


There are so many valuable lessons to take from the past eight weeks. One thing that caught me was that some businesses not only survived but thrived because customers wanted to do more business with them, not less. The golden question: Why?

A lot of this comes down to mindset about what’s most important: the business or the customer. The majority of companies will always state the latter. The reality, however, is often the opposite: It’s a numbers game — every quarter again. There’s nothing wrong about making a profit. It’s about how we make that profit: By making a…


Looking at the past eight weeks is like looking at a time-lapse movie. What used to take years to change, now changed in a fortnight — for our customers, our suppliers, us, everyone. It’s not over, but there seems to be light at the end of the tunnel. Therefore the question many of us ponder with is: What’s next?

One thing we have all come to realize is that what was normal eight weeks ago, isn’t normal anymore. This represents a massive opportunity. An opportunity to contribute in new ways, to surprise and do the things our customers, partners and…


This is the seventh in a series of short inspirations to help tech-entrepreneurs weather the uncertain times and come out stronger as a consequence.

In the previous posts, we’ve discussed five core criteria to make an impact in uncertain times. In a nutshell, there were — sniper focused segmentation and positioning, a strong ability to cut through the noise, making your offer a no-brainer, do the unexpected, i.e., surprise, and last but not least, prioritize the long-term nature of your relationships.

However, — remarkable software businesses don’t stop there. They realize what made them remarkable won’t last forever. And that’s…


This is the sixth in a series of short inspirations to help tech-entrepreneurs weather the uncertain times and come out stronger as a consequence.

In the previous posts, we’ve discussed five core criteria to make an impact in uncertain times: Sniper focused segmentation and positioning, a strong ability to cut through the noise, making your offer a no-brainer, and last but not least doing the unexpected, i.e., surprise.

There’s another shift in focus, though — and that is, oddly enough, the realization that is actually having customers is a golden asset. We’ve always heard that it’s much easier to grow…


It all started with a simple question to tech-entrepreneurs on my tribe: “What % of your customers are advocates?” That simple question triggered a passionate reaction that will unlock a lot of value.

The average % wasn’t even a bad number: 42%. I would have expected the number to be much lower. But whether it was inflated or not is not that important — The opportunity is: How can you grow it, especially now. And that’s where things get complicated.

One of my tribe members phrased it spot on: “If I am honest, I sometimes feel we are more in…

Ton Dobbe

I help business software CEOs reimagine what can be, to deliver remarkable impact (again)

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