The 2Y3X proposition workshop is for you if you have struggled for years to come up with a succinct, differentiating way of describing what you do.

If your proposition can’t be articulated easily by everyone in the company, this means you. Or if your clients wouldn’t immediately recognise you from your proposition. Or even worse, if it’s interchangeable with any of your competitors – which means they are winning clients that should be yours.

A great value proposition based on clear agency positioning does three things:

1. Focuses strategy
   Every decision you make, and each new product or service line, should be grounded in whether it delivers your value proposition. This stops you from getting distracted and accepting business for the sake of business. For example, if what you’re good at (and what makes you money) is servicing big e-commerce, it would be a diversion to accept a contract from smaller firms (which may take up a similar amount of resource).
2. Attracts the right employees
   Even before the job interview a strong proposition filters applicants by attracting those that share your vision. Nike’s Just Do It, for example, signals to potential recruits that they will be working in a fast-paced environment with the freedom to take risks. As a result, it attracts exactly the type of confident and courageous individuals that will take its vision forward.
3. Attracts the right clients
   A tight proposition enables potential customers to recognize their needs in your offer. It’s a neon sign saying that you’re the best company to solve their problem. Take Impero’s “We make tired brands famous again”, which we developed. You can almost hear it hitting its target clients with bullseye precision. By identifying a specific client type, Impero positions itself above other agencies who have a broader and therefore more generic offer.

This expertly facilitated online workshop takes place over two consecutive six-hour days. The first day digs into your team’s values, ideal clients, decision-making contexts, your services (now and in the future) and competitive differentiation.

The second day solidifies the value proposition generation and moves into how you take your new proposition to market and how to start getting self-qualifiying clients to come to you.

We recommend including the founders, members of the leadership team who have an externally facing role, your marketing team plus the most future-focused, committed A-players you have in your business.

Ideally there should be a maximum of 9-10 people in the workshop.

Our clients say:

“In a single day, we made more progress on our proposition than we had in two years. We now have a clear and articulate way to express the complexity of our business with pride.” – Jim Meadows, founder, Commit

“We loved working with you to define our value proposition statement. It was a massively valuable exercise.” – Drew Wilkins, founder, Fish in a Bottle

“As intense as it was inclusive. It can feel like you may never get to the right answer. But within 2 days we did. We’re rolling it out now softly and it is being embraced across the agency. I think because it speaks to what is at the heart of Beyond and people recognise themselves in it. This is the orchestration 2Y3X provides – they take you deeper into the values of the organisation and into what drives people to find a proposition with purpose that also rightly identifies you in the market.” – Jess Tyrell, managing director, Beyond