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Each company has its own personality or unique attributes that make up their value proposition. Every company knows it’s subtle nuances that reinforce their value proposition and create differentiation from the competition.

Despite the best efforts of a company the market chooses and categorizes in a simplistic fashion, seeking value based upon factors different than those a company typically conveys. The challenge is to make sure that a proposition accurately reflects the company really is and the category it wishes to compete in.

From the descriptions below, identify which category best fits your existing company and value proposition. Does this match your internal view? If not, your value proposition and communication may need to be adjusted to better reflect who you are in light of how the market/customers see you.

A Product


  • Strong Design Skills
  • Obsolete Own Products
  • Leading Edge Designs
  • User/Experience Focused
  • Introduce New Regularly

Brand Managers

  • Brand Position Focused
  • Reputation & Name are Important
  • Style, Experience Driven
  • Intangible Benefit Focus
  • Lifestyle Orientation

An Operational


Price Minimizers

  • Focus on Reduced Cost(s)
  • Shrink Lead Times
  • Improve Process Efficiencies
  • “Fast Follow” Market Leaders
  • Leverage Financial Risk


  • Streamlined Process Orientation
  • Simplified Customer Experiences
  • Deliver Automated Interactions
  • Best Fulfillment Experience Focus
  • “No Frills” Design and Delivery

A Customer


Value Integrators

  • Configure to Need(s)
  • Added Value Enhancer
  • Industry Specialization
  • Services Oriented
  • Customer Benefit Driven


  • Services Delivery Focus
  • Trust Orientation
  • Relationship Driven
  • Consistently Builds Confidence
  • Buyer Sensitivity Driven

The type of company and value proposition should always align. When aligned, a company attracts the type of customer it seeks, reducing time and energy in selling and lowering customer support costs after the sale.

So, what type of company are you?  And, does the way you package and go to market reflect who you really are?

Don’t accidentally confuse your markets and customers.

The Afterburner Group has been clarifying and aligning companies in the technology, energy, services, manufacturing and non-profit industries for over 25 years.

If you’re not sure what kind of company you are, if you are confusing things or what your customers think about you, fill out the contact form below and let’s start a discussion to quickly and effectively put your very best foot forward in the market.

Define yourself.

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