CHAPTER 1
Preliminary Tools
WHY WORK HERE?
Most successful organizations can tell a prospective customer why that customer should buy from them, that is, their “Why Buy Here?” statement. Some call this a “UVP,” or unique value proposition. This is what converts a product from a commodity (I can buy the same car anywhere from anybody at the same price) to a value-added, emotion-filled experience (I want to buy it from you). This is what creates both brand and company loyalty.
What most organizations fail to do, however, is to identify and define their “Why Work Here?” statement, which is what ultimately contributes the most to “Why Buy Here?”. (See Figure I-1, “The Cycle of Satisfaction.”)
Every shoe store has shoes. Every fast-food joint has ...
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