Value Matrix

One of my favourite passages in David Gilbertson's Wine Bar Theory is when he says "Make sure you can describe your business simply. Then you can explain it to someone attractive you just met and are sitting next to at a dinner party or on a park bench. By the time you finish telling them what you do they need to be looking deeply into your eyes. Not lying face down in their soup. Or wandering off to find another bench." Yet very often when I meet with clients and ask what they do I get a dozen different answers from a dozen different people. Some of the feistiest client board meetings I have been in involve the senior team arguing about what their business proposition is. So many things get in the way of nailing it down: egos, dreams, cash-flow, departmental rivalries. Yet, unless everyone is clear internally about what they do, why that is special and how it will continue, it is quite hard for their customers to appreciate it. Two facilitated exercises for helping everyone get on the same page are the Client Value Matrix and Stakeholder Perceptions.

Go to the profile of Susanna Kempe
Oct 17, 2018
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Go to the profile of Susanna Kempe

Susanna Kempe

CEO, Flying Trumpets

A digital, marketing leader with 20+ years experience in international B2B and media businesses, the last 15 of them at Board level. Susanna's digital experience includes being CEO of the iconic WGSN, growing its customer base and profits to historic highs. An American, German, Brit, she understands global markets completely, has worked all over the world and launched businesses in China, Japan and India. Her extensive M&A experience includes buying a whole portfolio of Performance Improvement businesses, data businesses and successful PE exits. Susanna is steeped in events experience. She began her career at IIR and was part of the management team that sold to Informa. There she was the CMO before moving to Emap Networks as CEO, transforming the events business and achieving record profits. She was also a NED of WTG and the interim CEO of Industry Dynamics. Most recently while the Global Partner for Content and Marketing at Brunswick Group, she implemented a new digital first strategy, GTM approach and corporate re-brand. Susanna now runs her own boutique consultancy helping CEOs and Boards position their personal brands and grow their company profits through content, marketing, innovation and digital.

5 Comments

Go to the profile of Charles Thiede
Charles Thiede about 1 year ago

Thanks for sharing this to the Zapnito community Susanna. After working with you on this model we certainly got our proposition nailed down and could run with it. I can now explain the vision and idea to someone very non-technical and outside our market. Pretty simple but powerful.

Go to the profile of Susanna Kempe
Susanna Kempe about 1 year ago

😀

Go to the profile of Charles Thiede
Charles Thiede about 1 year ago

Thanks for sharing this to the Zapnito community Susanna. After working with you on this model we certainly got our proposition nailed down and could run with it. I can now explain the vision and idea to someone very non-technical and outside our market. Pretty simple but powerful.

Go to the profile of Susanna Kempe
Susanna Kempe about 1 year ago

If you haven't read it yet, and would like to discover the 28 rules to help you find the things at work you can do better and those that you don't need to do at all, this is the link to  Wine Bar Theory by David Gilbertson https://smile.amazon.co.uk/dp/0714865834/ref=cm_sw_r_tw_dp_U_x_bH1XBb6MXJHWR via @AmazonUK

Go to the profile of Charles Thiede
Charles Thiede about 1 year ago

I have seen it in a shop but need to buy a copy. Thanks for sharing that.