Several years ago, I prepared a Weblog called "Why Should I Choose You?" It came out of a volunteer effort on my part to assist with the development of a value proposition in my role as a Board Member of a non-profit, Tomorrow's Women Today, a leadership development and mentoring organization rooted in Massachusetts and Rhode Island.

The members, identified as promising and prominent women leaders, are referred through corporate alliances, nominated by industry leaders, or invited by existing members. It is an organization of those who are eager to maximize their professional contributions and growth within a vibrant and supportive community.

The Value Proposition for this group was recently updated, a good thing to keep up with the changing times. It reminded me that we all have a value proposition for ourselves as well as our organizations. And that value proposition needs to include what experts refer to as a powerful 'only' factor.

For several years I drove by two gas stations on opposite corners of a busy street on the South Shore of the Boston area. Twice a week, I would pass them and scratch my head because I just didn’t understand how this situation could exist.

The radically different pricing structure kept driving home the point that price isn’t always the most important factor in our decisions because I would see cars filling up at 7-11 pumps and at the Mobil station pumps regularly.

The week these photos were taken, one station had regular unleaded for $3.79 per gallon. The other had a more modest $2.99 per gallon. 80 cents per gallon difference. In a vehicle with a ten gallon gas tank, that’s 'only' $8.00 per fill-up or $416 per year. Probably a drastic difference for most people.

I always thought gas stations located that close together priced their gasoline competitively. But that Mobil station owner is on a different program. 

There is a corner in another town I visit frequently that has a Cumberland Farms, a Mobil, and a Shell station on three of the corners. Mobil and Shell are within pennies of each other, and Cumberland is about 10-15 cents lower. But nothing close to 80 cents per gallon.

During the several years I drove by the Mobil/7-11 corner, I've waited for the Mobil station to drop prices or go out of business, and then I started waiting for the 7-11 to raise prices or go out of business. Neither happened as the photos I took illustrate.

Each of these businesses has some sort of value proposition, and I am not going to tell you what they are, because I have no idea. But I know they are very, very different.

I am going to share a few thoughts about the world we live in and how it is filled with selections we, and others, make based on the value proposition of people and organizations we encounter.

APPEAL AND EXCLUSIVITY

How much you pay for a concert ticket, a laptop, a seafood dinner, a car wash, a baseball bat, a ticket to the Bruins, or Celtics, a pair of slacks, a deodorant, a pen, a credit card, a house and just about everything else depends on two main factors: Appeal and Exclusivity. 

Some parts of town have more appeal to live in and some are more exclusive. Some concerts have more appeal because of the location or price, and for others it is hard to get a ticket. Some professional teams, like those fresh off a championship season, have more appeal than others who haven't won in a while.

Some restaurants have food you really like, and others have a great atmosphere or view. The same elements also apply to electing public officials, but I’m not going there in this Weblog.

While these are simple illustrations, the point is that Appeal and Exclusivity are the drivers for most decisions. Real-world research studies demonstrate that Value Propositions vary in effectiveness and that the most effective combine Appeal with Exclusivity, rather than focusing on one or the other.

THE POWERFUL ONLY FACTOR

The overlap is called a ‘Powerful Only-Factor’ as this illustration... well illustrates.

• Value Propositions apply to gas stations, airlines, restaurants, supermarkets and just about every retail or service business.
• But the concept also applies to non-profits, i.e. “why should I donate to this cause?” or “why should I volunteer for this event?”
• Maybe more importantly, it applies to people as well. “Why should I hire you?” is sometimes an interview question, but even if it isn’t asked of a candidate, it is definitely a question that the decision makers ask themselves.

Value Proposition development or Value Proposition revision involves looking at an organization, or yourself, from the prospect's perspective and involves answering one basic question:

“If I am your ideal prospect, why should I buy from you, rather than any of your competitors?”

“"If I am your ideal non-profit or organization asking for your financial support, why should I support you, rather than another group?"

If I am your ideal company to work for, what should I hire you, rather than someone else?”

VALUE PROPOSITION QUESTIONS ASKED DAILY

In addition to the examples above, personally, we spend our whole lives being asked this question in a variety of forms:

• Why should I join your membership organization than somewhere else?
• Why should I fly your airline instead of United?
• Why should I go out with you instead of the other person who asked me out?
• Why should I buy your car instead of a Toyota?
• Why should I promote you instead of your peer?
• Why should I elect you instead of the person running against you?
• Why should I network with you instead of that sharp person over there?
• Why should I listen to your radio station instead of another?
• Why should I spend time on your resume instead of hers?
• Why should I drink your beer instead of the one that made Milwaukee famous?
• Why should I buy gas from you instead of the 7-11?

Obviously, the list goes on and on.

If you think back to the time you were selected or hired or promoted or someone spoke to you at a networking event or bought gas from you, you can probably discover what your 'Only Factor' was that day or in that situation.

You or your organization had some type of appeal. You were tall, a value, important, convenient, easy to understand or talk to, knew someone, and so forth.

You or your organization also had some type of exclusivity. You were the only one with a Boston accent, you were in the tallest building or had the lowest price, you knew someone who knew someone, and so forth.

The place where the Appeal and Exclusivity overlapped: the powerful 'Only-Factor,' is also the answer to all the questions above, including the answer to why should I choose you?

• Not happy with recent events?
• Not getting where you want to go?
• Not having the sales success you think you deserve?

Ask yourself the question that your prospective customers, employers, donors or dates are asking and that you ask yourself.

Once you've answered the question 'why should I choose you?' Tell them and you'll have a chance. If you don't know, and they don't know, you have no chance.

Tomorrow's Women Today's Updated Value Proposition

Tomorrow's Women TODAY brings women across industries together to create a transformative community focused on advancing leadership, fostering mentorship, and driving economic impact. Our programs equip women with the tools, connections, and confidence to excel professionally while cultivating a collective commitment to uplifting others.

Through our signature mentoring program, we bridge generations of leaders, enabling emerging professionals to gain insights from seasoned mentors while fostering a cycle of empowerment. By advancing women into leadership roles, we not only fuel individual success but also catalyze broader economic growth, innovation, and community resilience.

For members, Tomorrow's Women TODAY is more than a network—it is a launchpad for achieving career aspirations and a partner in navigating the intersection of work and life. We provide personal support through curated programming and events that address health and wellness, community service, and work-life integration, empowering women to thrive holistically in all aspects of their lives.

For corporate partners, we are a strategic ally in developing women leaders, enhancing organizational impact, and amplifying the economic and social benefits of gender equity. Together, we inspire progress for today’s women, shaping a brighter tomorrow for all.

MECLABS

Several years ago, I became familiar with a company called MECLABS Institute and particularly appreciated the way they explained 'Value Proposition,' and adopted it as my own.

If yould like a more detals, you can go to this link and get a 45-minute explanation from the company founder Flint McGlaughlin as part of a virtual course. Following is there outline.