On Value Communication

The art of differentiation and communicating meaningful value

The momentum that unlocks when multiple forces join

Value Propostion

About 1.5 weeks ago the east coast of Spain was subject to the heaviest storms in the past 13 years. Since I am a big surf fan we drove to the boulevard here in Javea before lunch to see how the swell was developing. The wind was picking up, the…


Read More...

One thing your customers will come back for

Value Proposition

A couple of weeks ago I was in Birmingham for a workshop. The day ended, and I my inner voice started to talk ‘food’. Everyone who knows me well gets where this is going: Thai-food. So, I asked Google for a recommendation and went started walking. The place was different,…


Read More...

Software businesses exist to advance something

Last weekend I drove around the Valencia region in my new 40-year old Defender. It’s clear what they grow here: oranges. There are orange trees as far as you can see. They’ve been here for decades, possibly even centuries. And it looks like time has stand still: Maintenance and harvesting…


Read More...

‘Top of mind’ is not the same as ‘close to heart’

Value Proposition

The last week of 2019 I’ve been working on a project in which I assessed two Industry marketing approaches. And while I immersed myself in the material and browsed through the content like a visitor, I realized that talking the language of the vertical is about so much more than…


Read More...

How do you want to make your customers feel?

Value Proposition

I remember the story of one of our engineering customers at Unit4. We’d invited their CIO to speak at an analyst event in Boston, and we were lucky enough we decided to record that speech. It became one of the most useful asset to teach our salespeople what they were…


Read More...

Do you have a scale problem?

Value Proposition

It was Tuesday the 11th October 2005. I was at the Unit4 corporate HQ in the Netherlands – the company I had started my career 14 years before. I had just been promoted to head up global product marketing and management and sat at my desk preparing for an analyst…


Read More...

Until we are cash positive…

Value Proposition

It was Thursday evening last week. I was still reading one of the many books I bought over the last months – Story Driven, by Bernadette Jiwa.  The chapter I read was about Alibaba – the world’s largest online commerce company. It told the story of Alibaba – how it…


Read More...

What happens when you change the way people see things

Value Proposition

Hundreds of thousands of things pass us on a day to day basis without even noticing. We don’t notice because our experience tells us it’s normal, it’s how things behave or how it’s supposed to be. It’s true for our private lives as well as for our business lives. We…


Read More...