As I continue to meet passionate, experienced people with a burning desire to share
their knowledge and expertise, I often think about this common dilemma: Why do they
struggle to gain the traction and attention their passion and experience deserve? It’s a
conundrum that many of us can relate to, and it’s rooted in our tendency to become
overly attached to our ideas or concepts. We want to shout from the rooftops, “Listen
to me! I’ve been there and done that!” Sound familiar? It certainly does to me.
But here’s the reality: people don’t care about what you have or what you’ve done as
much as they care about what those things can do for them. In other words, what’s in
it for them – the value proposition.

Let me share my mission as an example. With MaxFab and Veteran READY, my goal is
to help build communities within workplaces that enhance veterans’ mental, physical,
and emotional well-being. I want to be integral to their successful transition back into
mainstream society. Now, I could talk all day about my personal experiences and the
challenges veterans face, and I might even elicit some compassion and empathy from
my audience. But what truly matters is the value statement – everything from tax
benefits for employers to the fact that a staggering 43 out of every 100 veterans leave
their jobs in the first year. Replacing one of these individuals can cost companies as
much as $30,000.

Data shows that veterans often leave organizations because of values misalignment,
dissatisfaction with their leaders, and misalignment with the organizational culture. The
value in changing this culture is substantial: it means cost savings, leveraging the
expertise of veterans, and providing formal and informal leadership training

How does this relate to making your ideas actionable and getting the attention they
deserve? The answer lies in crafting a compelling value proposition.

The Cost of Employee Turnover
Let’s dive into the numbers. Employee turnover is a significant expense for
organizations and the costs go beyond the financial. According to the Society for
Human Resource Management (SHRM), replacing employees can range from 50% to
60% of their annual salary for lower-skilled positions and up to 200% for specialized

When we consider the specific case of veterans, the costs become even more profound.
As previously mentioned, veterans often leave their jobs due to values misalignment,
leadership issues, and cultural mismatches. In addition to the financial burden of
replacing these employees, there’s a loss of the unique skills and expertise veterans

The Benefits of Veteran Employment
Now, let’s explore the flip side of the coin – the advantages of hiring veterans. Veterans
are disciplined, adaptable, and accustomed to working in diverse, high-pressure
environments. They have a strong work ethic, a commitment to teamwork, and a
dedication to excellence. Additionally, hiring veterans can be a powerful way to give
back to your community. By providing opportunities for them to reintegrate into civilian
life and contribute to the workforce, you’re helping these individuals and strengthening
your local community.

The Value Proposition Model
So, how can you overcome the passion that sometimes clouds the value proposition of
your idea? Here’s a practical approach using the value proposition model:

1. Define Your Target Audience: Identify the individuals or organizations that
benefit most from your idea or expertise.

2. Understand Their Needs: Dive deep into your target audience’s needs,
challenges, and pain points. What problems can your idea solve for them?

3. Quantify the Value: Translate your idea into tangible benefits. What specific
gains – whether financial, emotional, or otherwise – can your audience expect?

4. Data is Your Ally: Assemble data that supports your claims. Whether it’s
statistics, case studies, or testimonials, having data on your side adds
credibility to your value proposition.

5. Simplify Your Message: Craft a clear and concise message highlighting the
immediate value your idea brings. Avoid jargon and focus on benefits.

6. Network and Seek Expertise: Don’t go it alone. Build a network of experts
to help refine your message and connect you with the right decision-makers.

7. Measure and Iterate: Continuously evaluate the impact of your idea and
adjust your value proposition as needed. Be open to feedback and willing to

Your ideas, experiences, and abilities are tremendous assets. However, they can only
reach their full potential when you have a clear and compelling value proposition. By
understanding the needs of your audience, quantifying the value you offer, and
presenting your ideas effectively, you can make your passion actionable and gain the
attention and traction you deserve.

So, remember to slow down, seek experts for guidance, and build a network to help
you get your message and passion into the right hands for success. In doing so, you
benefit yourself and those who stand to gain from your valuable contributions.
Get in touch with me today to get started on your value proposition!

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