When it comes to creating value, it boils down to three essential actions:
- Create Value
- Communicate Value
- Monetise Value
Nail these three, and you’ve got a formula that works, no matter what industry or role you're in.
Let’s break it down.
Create Value
Value starts with solving problems.
It’s that simple.
If you can fix something, make it faster, cheaper, or better, then you’re already on your way.
People don’t care about fancy ideas unless they make a real difference.
Ask yourself:
- What’s broken?
- What’s inefficient?
- What annoys people?
That’s where the opportunity is.
Whether it’s improving a product, streamlining a process, or offering a new service, the value you create needs to be practical and impactful.
If you don't know where to look, start with our basic needs:
- Time. We want things faster.
- Safety. We are more afraid of losing things than gaining new things. This is why insurance is a great business.
- Status. Status is subjective. It will require a whole new article. But, simply put, status is what increases your worth in the eyes of others.
Communicate Value
You can create the best product, service, or solution in the world, but if people don’t get it, it’s useless.
The key to communicating value is empathy.
Understanding what your customer really want and how your service or product can help them get it.
You don't sell a car. You sell safety.
But not just safety. You sell protection for your family.
"Gets you to your destination safely.", could be an example headline.
Value is ultimately judged by your prospect.
So make sure you are communicating in their language and tell them what they want to hear.
Then you may have their attention.
People need to immediately understand why what you’re offering matters to them.
Cut through the noise.
Tell people exactly how you’re solving their problem or making their life easier, and why that’s important.
- Be straightforward: Skip the marketing lingo and get to the point.
- Focus on outcomes: Don’t tell them what it is—tell them what it does for them.
- Keep it relatable: Use examples or stories that your audience can actually connect with.
Monetise Value
The reason monetisation comes last is that wrong pricing can often destroy a good idea.
Google didn't start with advertising, they added it after people saw the value.
In the beginning, just getting your service or product out there is good enough.
What you get paid is feedback.
Use this feedback to improve the product until you know it delivers 10 times the value you charge for it.
Then you have an unbeatable product or service people cannot stop talking about.
Creating and communicating value is just the beginning.
To make it sustainable, you of course need to monetise it.
Don't be afraid to charge a premium.
If your service or product is really great, the right customers put their pride in paying a premium.
I own a Dyson vacuum cleaner, and proudly pay the larger price tag for one.
Putting It All Together
Creating value is the most important aspect of a business.
If you don't add real value, you will simply coast along and it will be stressful.
But if you add real value, you will never have to worry about selling.
Create something that solves real problems, communicate the impact clearly, and ensure you’re getting paid what it’s worth.
There’s no need to complicate things.
Focus on what works, and keep the momentum going.
So, whether you’re building a business, advancing your career, or simply looking to make a bigger impact, these three steps are your foundation.
Create value. Communicate value. Monetise value. That’s it.
See you in the next one.
/ Mads