Value. It’s a word that gets used alot. But what does it mean?
The Oxford online dictionary definition states it can be used as a verb or a noun. I like that, a multi-functional word. But what does it mean?
Noun – the regard that something is held to deserve; the importance, worth, or usefulness of something:
Verb – (someone or something) to be important or beneficial; have a high opinion of: from Latin valere Valere – farewell, goodbye, adieu (the Roman equivalent of “Live long and prosper”)
Okay. So it means something that “means” something to someone. Just what that something is though, what does that mean?
Does it mean that value is personal? That value has to “mean something” to each person or group? What does that mean?
So to understand value we need to understand the meaning behind what we are trying to sell. Not just the meaning behind that product, service or idea but the meaning for the “intended audience” or “intended audiences”. What does that mean?
Value means something different. To each person. To each audience. In each situation. Value is complex. Think about what your intended audience values. What is meaningful to them from their own personal context. Then whatever you have to say, sell, persuade will mean something.