Build your value proposition with trendspotting and idea generation

education-548105_640Entrepreneur, writer and engaging character James Altucher advocates becoming an “Idea Machine,” coming up with ten new ideas a day.

Good ideas are the best starting point for good business. In an ideal world, your products and services will respond to a need so great, so obvious, that they will practically sell themselves.

With this in mind, I recently wrote an article, “Resiliency in Building: Why It’s Hot, What You Need To Know Now” on what climate change means to the architectural, engineering, building products and systems, and construction industries in terms of future customer expectations and new opportunity. The intent of the article was to inspire readers to check out the buzz and start generating ideas of their own.

Here’s a digest version. As you read it, consider the following: What current trends are relevant to your business? How can you leverage these trends? Can you come up with five or ten ideas to spark your thinking?

Launch marketing for architectural and building products, systems, services, and tools has a whole new focus: Check out the clear and growing opportunities in resilient building. 

Climate resilience, from which the term “building resilience” most likely derived, is defined by Wikpedia as: The capacity for a socio-ecological system to: (1) absorb stresses and maintain function in the face of external stresses imposed upon it by climate change and (2) adapt, reorganize, and evolve into more desirable configurations that improve the sustainability of the system, leaving it better prepared for future climate change impacts.

Questions to ask now include:

-Are we already involved in resilient building?

-How should we develop or increase our involvement to provide meaningful value to our customers and stakeholders?

-What should we tell our stakeholders about our contributions, products, services, and commitment?

Climate change and its impact is going to become an increasingly significant factor in architecture, building design, products, construction, location, repair, maintenance, and value – among other factors. The time to build your value proposition in resilient building is now.

Similar changes are occurring in your industry. The time for all of us to build our value propositions, in whatever we do, is now.


Michelle van Schouwen is president of van Schouwen Associates, LLC (vSA), a B2B marketing company based in Longmeadow, MA. The company is known for vSALaunch, its proprietary, modular and scalable system for B2B marketing launches, vSAConsult, its executive-level strategic planning capability, and for its expertise in integrated marketing for B2B. 

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