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RULE #3: Value is in the Eye of the Beholder

by Bill Cates
Radical Relevance Rule #3: Value is in the eye of the beholder.

In my book Radical Relevance, I lay out The 17 Rules of Radical Relevance. I will be recording short videos for each one of these rules. They will be quick and easy for you to consume, and extremely valuable to your business (I promise). To check out all 17 Rules of Radical Relevance, click here

RULE #3: Value is in the Eye of the Beholder

It’s your job to determine, develop, and communicate your value in a way that will resonate with the prospects who are a perfect fit for your business.

What do I mean by that? You may know you provide great value to prospects and clients, but if your clients and prospects aren’t seeing the value, then it really doesn’t count so much does it?

I mean, it’s great for you to believe your value, but they have to feel it, too.

Prefer to watch than read? Check out the video below.


I teach a concept called the Value Discussion. When you’re with your clients and conduct these value discussions, you’re going to see how they perceive your value. You may think that you provided value in one area, but they saw value in another area that you may not have even thought of.

You want to make sure that you incorporate their perspective into your messaging, because you know that their perspective is “real.” It’s your value, experienced in the eye of the beholder.

As you craft your value positioning statements and other messaging, be sure to use some of the same the words that are already in the heads of your prospects and clients. You must find a way to articulate that value in a way that resonates in the part of their brain that goes, “Ah! This person gets me!”

The way that you express your value should also show empathy for your prospects. When you show empathy for their situation, they begin to immediately resonate with your value.


You can either be relevant, or you can be ignored.


P.S. Don’t keep this video blog a secret!

Please share it with your friends, colleagues and co-workers!

And, if you haven’t already, get a copy of my book, Radical Relevance. Then, you can follow along in the book as you see these short videos – so the learning process will be even more powerful.


Referral Coach