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5 Things Your Website Should Include

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I’ve just achieved Peak Business Nerd status.

I have laminated an infographic from a business magazine and plastered it all over the StoryBrand office.

But I feel justified. This is one of the best business resources I’ve come across in years, and I am so excited to share it with you during today’s mini-episode of the Building a Story Brand podcast.

[ LISTEN NOW ON iTUNES ]

It’s called The Elements of Value Pyramid , and it’s the result of decades of research from Harvard Business Review (HBR) . They studied thousands of companies. They reviewed vast quantities of consumer research data. And from that, they determined these 30 elemental “building blocks” of value.

The Elements of Value Pyramid

The implications for our businesses are tremendous — from crafting sales copy to competitive analysis to product design — but in my nerdy zeal I am getting ahead of myself. Let’s back up…

When someone is considering purchasing your product or service, they’re weighing the cost you’re asking against the benefits you’re promising .

the cost you’re asking benefits you’re promising

Is what I’m getting out of this cup of coffee (an energy boost, a moment of relaxation) worth my $4? That’s a question of value.

To drive sales, most of us lower the cost and keep the value the same.

But this pyramid empowers you to keep (or increase) your costs by adding more value.

(If this sounds familiar, you may have heard New Balance Womens 420v1 Lifestyle Sneaker Atlas Grey Gh6BflzhrL
.)

After you listen to this mini-episode , you’ll be able to answer these paradigm-shifting questions:

*What are the ways that my products and services are valuable that I haven’t considered?

*How can I highlight those in my marketing messages to increase the perceived value of my product?

Here are what HBR calls the 30 “elements of value,” organized into an increasingly narrow hierarchy.

So, let’s break down the pyramid , shall we?

The base level of value, which provides something utilitarian or useful. For example:

Reduces effort Blue Apron delivers prepped ingredients for a gourmet meal to your doorstep, so you can open a box and immediately get to work on dinner.

Reduces effort

Saves time Starbucks’ mobile ordering app lets you submit your order ahead of time and skip the line to pick it up.

Saves time

Simplifies Uber makes getting around a new city easy. Push a button, get a ride. Push another button, pay for it.

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In contrast, the factors identified by Erickson and Cook are meaningful, but not essential. We can all stand to be more conscious of how power disparities contribute to inequality, and it’s never a bad idea to involve end-users in the design of a product. The only really problematic criterion is the question of non-profit vs. for-profit provenance — we must resist ascribing morality to a tax status!

The authors point out several for-profit, non-artist-centered platforms, such as Apple Music, Spotify and Facebook. Yet there are plenty of counter-examples of for-profit technology tools that do put the artist in the center – typically by treating her as the customer to be served. To stick with the music industry, consider CD Baby , which essentially allows independent musicians to serve as their own record labels. It charges them setup fees and takes a cut of sales, but puts them in control of their own catalogs and pays them both the artist’s and the label’s share of royalties. There are countless examples from elsewhere in the arts – digital cameras, graphic design software, film editing tools, some (but not all) crowdfunding platforms.

At the same time, many non-profit efforts fail to heed this principle. I’ll avoid calling out specific peers, but suffice it to say that non-profit initiatives sometimes put the needs and desires of third-party funders ahead of those of artists. The times when I’ve badly misstepped on Artful.ly and other projects have invariably been when I’ve fallen into this trap.

Technology innovation is hurdling onward, propelling us into the future at an ever-accelerating pace. The dangers that Erickson and Cook identify are real. We may yet find ourselves in a dystopian landscape where a handful of mega-corporations control all media consumption and treat artists as just another exploitable resource. This vision is hardly inevitable, however. If we are smart and intentional in our use and design of technology systems, we can just as easily put artists and creators in the driver’s seat. The good news is that the essential principle – make the artist the customer and emphasize her needs above other stakeholders’ – is remarkably easy to identify and equally easy to follow.

Adam Huttler is the founder and Executive Director of Softwalk Womens San Marcos Woven Mule Stone zzsOHL04
, a nonprofit technology company for artists. Follow him on Twitter @adamthehutt .

Photo by Daya by Zendaya Womens Simms Dress Sandal Blush rXG2zdDZbd
via Nike Jordan Kids Jordan Jumpman Pro BG White/Pure Platinummetallic Silver CwTxhdSL
/ Creative Commons .

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Published March 23, 2016

#creativz

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or Facebook ) and the hashtag #creativz.”

Overwhelmed

by Detroit Summer Outreach

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Recorded by the Detroit Summer Outreach Interns of Summer 2010.
released December 1, 2010 All Interns and Musicians who appear on the album: Abe Gross, Ana Aragon, Ashley Martin, Bob Waruszewski, Chad Shellabarger, Dave Cooper, Ed Conlin, Ellen Karagoulis, Ellie Giles, Erica Christman, Jacinta Cannon, Jamie Graham, John Dehitta, Kevin Coyle, Lexi Clement, Lizzy Shell, Marie Repovz, Mary Rose Giles, Max Haben, Noel Juan, Sarah Nilles, Susan Dick, Will Cannon.
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Detroit Summer Outreach Detroit, Michigan

Equipping youth for the fullness of life since 1995, YouthWorks-Detroit equips youth to love God and others through a life of Christian service and leadership. We serve as a bridge, uniting Christians from different cultures and traditions.

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Detroit Summer Outreach recommends:

The Outloud EP by Josh Collesano

Josh is a worship leader from a Detroit area church. Detroit Summer Outreach

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Risen by Sovereign Grace Music

This is some great-sounding worship music. Detroit Summer Outreach

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Thunder of Praise by Marvalinn

Marvalinn makes Worship music from Harvest Christian Church in Detroit. Detroit Summer Outreach

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Praise the Lord, All Nations by Joseph Mathias

supported by 4 fans who also own “Overwhelmed”

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