Starting a Job Search? Nail Your Value Proposition Before You Do Anything Else

Before you start your job search, you need to clearly define your value proposition. It’s the foundation for everything that follows — the roles you pursue, the companies you target, how you articulate your value during interviews and your leverage when it comes to negotiating compensation.

In simple terms, it’s the answer to the age-old question: “Why you?” Success comes from being able to articulate that better than anyone else.

How to Define Your Value Proposition

Creating a compelling value proposition starts with the understanding that you cannot be all things to all people. You have to be laser-focused on what you're good at.

At the leadership level, a compelling value proposition shows how you take a company from point X to point Y. What matters to a decision-maker is can this person take us from where we are currently, to where we need to be.

It needs to be short and memorable. It should be the one thing people take away from meeting you, and easy enough for them to explain it up the chain if needed.

For example:

"I’m a turnaround CEO. I take struggling mid-sized utility companies and return them to profitability. I’ve done it three times as a CEO, and I’ve advised eight other companies on the same path."

Start With Your Core Strength

Focus on a single, specific capability that defines your professional identity. Avoid being generic or you'll dilute your message.

• Example: “I’m a healthcare turnaround CFO.”
• Not: “I’m a financial executive.”

Define a Clear Outcome

Employers aren’t interested in vague potential. They want results. Highlight a tangible outcome you consistently deliver. Be precise about what you achieve.

• Example: “I build teams that scale startups from $5m to $30m ARR”.
• Not: “I help companies grow.”

Back It Up With a Track Record

Credibility is key. Show that your claims are grounded in real experience. Numbers, repetition and specific industries reinforce your expertise.

• Example: “I’ve done it three times and consulted for six others.”
• Not: “I have extensive experience in this area.”

Address a Clear Problem or Opportunity

Your value proposition should connect to a pressing business need. Identify the challenges or goals you’re uniquely equipped to address, whether it’s growth, turnaround, market entry, or whatever.

• Example: “I help SaaS companies expand into EMEA.”
• Not: “I work with tech companies.”

Keep It Short and Focused

Your value proposition should fit comfortably into one or two sentences. If you’re including irrelevant details, you’re diluting the message. It needs to roll off the tongue without sounding scripted.

Be the Frontrunner

A compelling value proposition is about clarity, specificity and confidence. Leave no room for doubt about why you’re the right choice. Employers don’t want to guess your value, they want it spelled out.

Once your value proposition is clear, it becomes the foundation for your job search strategy.

With a defined understanding of the problems you solve and the outcomes you deliver, you can start identifying companies that are most likely to benefit from your expertise.