Who this course is for
Founders, solopreneurs, brand leaders, and marketing professionals of every kind. Anyone searching for a deeper understanding of their brand’s distinct value and the tools to express it. Whether you’re building a brand from scratch or fine-tuning for a major organization, these principles and strategies will clarify what matters most about your brand and help you express that value to your desired audience.
Hiring a brand agency to construct a value proposition for you can take six months and cost tens of thousands of dollars. This time, keep the process in-house. This course gives you (or someone on your team) the proven frameworks, psychological insights, and direct expert access to build it yourself—in a fraction of the time, for $630.
How the course is structured
This course uses proven learning frameworks with concepts presented, applied, and reflected upon so that you retain knowledge and understand how to use it—today. Perri also includes a multitude of examples from both for-profit and nonprofit organizations to illustrate what actually works.
Designed for busy leaders, the course features high-impact, executive-style video briefings (under 10 minutes each), immediately followed by deep-dive strategic exercises so you spend less time watching and more time building your company or nonprofit’s value proposition. Here’s what the syllabus looks like:
The Foundation
- Introduction and reasons for action—Understand the massive growth potential of strong value propositions.
- Using AI to develop your value proposition—Rediscover the power of authenticity instead of relying on AI.
- What a value proposition is—Grasp the fundamentals of a great value proposition, and what makes a bad one.
- Constructing a value proposition—Dissect the anatomy of a value proposition, so you can start creating your own.
The Deep Dive
- Diving deeper into your organization—Discover what makes your business valuable and start building your proposition.
- Identifying a lucrative target audience—Hone your focus on who matters most.
- Problem-solution-impact—Learn to make your offer undeniable.
- Who are we?—The question that most organizations (but not yours) forget to answer.
MODULE 3
Radical Differentiation
Radical Differentiation
- What value do we bring?—Skip the laundry list of features and get to the core.
- Where is the real differentiation?—Or, how to prove that you can make it happen.
- The “how” filter—Paint a picture with perfect adjectives.
- Rational, emotional, and global impact—The load-bearing pillars of your impact.
MODULE 4
Operationalizing Your Value
Operationalizing Your Value
- Putting it all together—How to weave your value proposition through your entire business strategy.
“Clarity is a competitive advantage. A well-crafted value proposition, rooted in strategy and viewed through a customer lens, defines who you are, why you matter, and what sets you apart. When organizations get this right, they don’t just communicate better, they grow faster.”
Perri Richman, brand strategy leader and organizational psychologist
Perri Richman
brand strategy leader and organizational psychologist
“Clarity is a competitive advantage. A well-crafted value proposition, rooted in strategy and viewed through a customer lens, defines who you are, why you matter, and what sets you apart. When organizations get this right, they don’t just communicate better, they grow faster.”
Perri Richman is a brand and strategy leader and innovator with deep expertise in organizational psychology and social impact. She blends corporate brand experience with a passion for early-stage company growth to advance corporate entrepreneurship and strategic innovation.
Perri writes, teaches, and innovates around the connection between strategy, brands, and people. As your instructor, her goal is to help you understand and capitalize on that connection.
