Jose Palomino

GoPro – the company that straps a camera on your head while skydiving – was founded in 2002 by Nick Woodman when he first got the idea for his $500M+ company on an Australian surfing trip. He was frustrated with the inability of regular digital cameras to capture close-up shots of the waves while surfing. It was a seemingly inconsequential problem to have, but he found a solution nonetheless. Fast forward 13 years and the GoPro Camera name has become synonymous with extreme living and adventure. Their slogan: Be a Hero.
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What’s a Value Proposition? When I was at the MarketingSherpa 2015 Email Summit this past February, I sat down for an interview with their Director of Editorial Content and my friend, Daniel Burstein, where I told him what a value proposition is, and why it is crucial for your business. If you as a business owner are ignoring a […]


Paperless billing

Image Credit: Erich Ferdinand on Flickr

Recently, I was discussing banking habits with one of the younger staffers at Value Prop. Although I use online banking, my banking experience often includes driving to the bank to complete transactions face-to-face with a teller. Every month, I’m mailed a statement that lists those transactions and provides me with a physical paper trail, for bookkeeping or to answer an inquiry. My younger colleague, however, doesn’t have  a physical bank. She uses Simple, which, like Schwab and Ally, exist only online. Every transaction is completed through their mobile app, and only in extraordinary circumstances will she ring their customer support to talk to a human being– and not after trying their online chat support first. I admit it – although I can and do these things online as well – I like the human contact. Her… not so much.

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Starbucks Coffee Storefront

Image Credit: Marco Paköeningrat on Flickr

The Cost of a Cup

How much do you spend each week on coffee?

If you’re like most people, you know that answer is probably, “too much!” Perhaps you’ve noticed monthly subscription-based services make the case that their premium membership can be had “for less than the cost of a daily cup of coffee!”. And even if they imply that the cost is $5.50 per day, that would still be within what’s considered an “average” range. Of course, we have Starbucks to thank for that. You might also have read personal finance listicles and blog posts urging you to cut out “the daily coffeeshop visit” to find hundreds of dollars in savings that you never realized you were spending.

So, as a society, we’re pretty used to thinking about our repeat spending in units of “a daily cup of coffee”. But how much money do you think you will spend on made-to-order coffee over the course of your lifetime? Read More »


What Would Be Amazing?

May 7, 2015

Image Credit: Linus Bohman on Flickr What would happen if you could find a restaurant that remembers your seating preferences, greets you by name, and leads you to your table as soon as you walk in? What if they could remember your meal preferences, and remember what you like for each category of their menu? […]

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The Myth of the Meta Value Proposition

April 23, 2015

Image Credit: Idreamlikecrazy on Flickr Throughout the years of working with clients to develop their value proposition or enhance their branding and messaging, I often get an interesting request. Namely, to create a value proposition for their company. They hope to establish a single value proposition for their entire company– a “meta” value proposition that […]

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Why Didn’t Tivo Take Over the World?

April 10, 2015

Image Credit: Katie Brady on Flickr You don’t have to look far to find a company that has developed their value propositions, branding and messaging strategy from an inside-out perspective. Take, for example, Tivo. Why didn’t they take over the world? Why weren’t they Apple TV?

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3 Sane Steps to Find Your Target Market and Build a Customer Profile– Without the Witchcraft

April 2, 2015

target market customer profile

You have an idea for a new product or a business. You know how you’re going to produce it, how you’re going to price it, how you’ll fulfill your orders… now you just have to figure out who you’re going to sell it to.

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