Myth

We all know what our clients want and need

Abstract

The value proposition is the collective set of offerings that you can potentially provide to your clients expressed in their language. Ultimately, it determines how your clients view your practice. Setting it down on paper in a methodical process that involves input from everyone in your practice, even clients, is an effective way to assess what you are providing, engage your staff in your continuous improvement efforts, and make decisions about how to allocate resources - both people and dollars - in the planning process. This paper provides such a process using an accepted group management technique called "affinity diagramming." Four steps are involved and it can be applied to any type or size of practice. After you complete it, you can use it as a "living document" that changes as you add more services, your market needs and client wants change, and/or technology offers new and better ways to deliver a benefit to your clients.