In the world of personal branding, I always advise clients and friends to develop a customer-centric value proposition. You are not an “engineer,” you “write elegant apps that customers love to use.” You are not a “project manager,” you provide “peace of mind to your executives and customers alike.”
After yesterday’s unseasonably cold weather (complete with heavy snow and drenching rain), I began to wonder about the customer-centric value proposition of Occupy Wall Street, headquartered in nearby Zuccotti Park. With increasingly inclement weather, the movement’s job #1 will be to maintain support (both through physical presence and donations). But what do you “get” for standing with the Occupy Wall Street movement? What’s in it for you to be an active “advocate for the 99%?”
Emotional satisfaction? Peace of mind? A feeling of being “right?” More money in your 401(k)?
There is no shortage of demands voiced by individuals within the Occupy Wall Street movement. They range from “ending wealth inequality” to “ending health profiteering.” The “official” position remains (purposefully) ambiguous (“We are our demands. This #ows movement is about empowering communities to form their own general assemblies, to fight back against the tyranny of the 1%. Our collective struggles cannot be co-opted.”)
So, if all of the demands were met – from the ambiguous (“Fight back against the 1%”) to the concrete (“Reinstate Glass Steagal”), what would be the net benefit to a potential supporter? And, more importantly, can it be boiled down into a memorable, credible value proposition?