Toolkit for Developing a Value Proposition Narrative

This toolkit guides the process of developing a compelling value proposition narrative that compels stakeholders to get involved in regional efforts to transform health and well-being.

A value proposition is a positioning statement that explains what benefits you, your colleagues, and your multisector partnership or organization provide to whom, and how you do it uniquely well. It builds on a shared vision for a desired future, defining your unique qualifications to contribute to the vision’s realization.

Three questions can help identify a value proposition narrative that has a strong chance of convincing stakeholders there is value in getting involved in the effort:

1. Does it make a logical, reasoned, and specific argument that engages the “head?”
2. Does it trigger connection and passion and engage the “heart?”
3. Does it motivate action and engage the “hands?”

This toolkit is intended to be used by those leading the process—a core leadership team or staff of one or more collaborative groups (e.g., multisector partnerships) that are working together to transform the health of an entire region, or by those running independent organizations, programs, or initiatives (whether or not you are working on a region-wide effort).