Stop Writing Value Propositions. Start Creating Vibe Propositions.
- Erin Hatzikostas
- Jul 23
- 3 min read
It's time for a funeral.
Not for your business.
Not for your marketing.
For your value proposition.
You know the one.
That carefully crafted sentence sitting on your website that says something like:
"We provide innovative, customer-centric solutions that deliver exceptional value."
Congratulations.
You now sound exactly like every other company on the planet.
The problem isn't that value propositions are inherently bad. The problem is that most
of them have become corporate wallpaper. They're so generic, so polished, and so interchangeable that nobody remembers them five seconds later.
Which raises an important question:
What if, instead of creating a value proposition, you created a vibe proposition?
Because at the end of the day, people don't just buy products.
They buy experiences.
They buy trust.
They buy relationships.
They buy the feeling of what it's like to work with you.
And that's exactly where most businesses are missing an enormous opportunity.
Why Most Value Propositions Fail
Think about some of the most common value propositions you've seen:
We put customers first.
We are committed to excellence.
We provide innovative solutions.
Customer success is our top priority.
Sounds impressive.
Until you realize every competitor is saying the exact same thing.
Here's the reality:
Nobody believes those statements anymore.
Not because they're false.
Because they're expected.
Saying you care about customers is like a restaurant saying they care about food safety.
That's not differentiation.
That's the minimum requirement.
And when every company sounds the same, customers start making decisions based on something else.
They make decisions based on vibe.
The Difference Between a Value Proposition and a Vibe Proposition
Let's take one of my least favorite examples:
"We put the customer at the center of everything we do."
Okay.
Until something goes wrong.
Until prices increase.
Until a shipment is delayed.
Until somebody has a bad experience.
It's not that the statement is wrong. It's that it feels hollow.
Now compare it to this:
"We wake up every day obsessed with making you look good."
Notice the difference?
The second statement creates a picture.
It creates emotion.
It gives you a glimpse into how that company thinks.
You can almost feel the energy behind it.
That's a vibe proposition.
It's less about what you do and more about what it feels like to work with you.
Why Vibe Is Becoming More Important Than Ever
We're entering a world where AI can write websites, emails, brochures, and marketing
copy in seconds.
Which means sounding polished is no longer impressive.
Everyone can sound polished.
What AI struggles to replicate is genuine personality.
The weird little things.
The quirks.
The humanity.
The vibe.
That's why businesses that lean into authenticity are increasingly standing out.
Not because they're louder.
Because they're more memorable.
How to Create a Vibe Proposition
The good news?
You don't need a branding agency.
You don't need a six-month strategy project.
You just need a little honesty.
Step 1: Identify Your Real Vibe
Gather your team and ask:
"What does it actually feel like to work with us?"
Not what you'd like it to feel like.
What does it genuinely feel like?
Are you:
Curious?
Scrappy?
Funny?
Empathetic?
Relentless?
Direct?
Creative?
Unapologetically human?
Focus on the emotional experience people have when interacting with your company.
Step 2: Build a Word Bank
Once you've identified your vibe, brainstorm words that capture it.
Lots of them.
Twenty or thirty if possible.
These aren't corporate words.
These are human words.
The kinds of words customers might actually use when describing you to a friend.
Step 3: Write Like a Human
Now create your statement.
But here's the trick:
Write it like you're explaining your business to your 8-year-old.
Simple.
Clear.
Human.
And use a few of those vibe words to help people feel what it's like to work with you.
Because feeling beats understanding almost every time.
The Competitive Advantage Nobody Talks About
Most businesses spend their time trying to prove they're different.
The better approach is often to show people you're different.
Through your language.
Your stories.
Your personality.
Your vibe.
Because features can be copied.
Pricing can be matched.
Products can be replicated.
But it's much harder to copy a feeling.
The next time someone says your company needs a new value proposition, try asking a
different question:
"What do we want people to feel when they work with us?"
The answer might be far more valuable than any value proposition you've ever written.
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Erin Hatzikostas is an internationally recognized leader on the impact of authenticity in the workplace. Learn more about her keynote speaking, workshops, and other authentic programs here.
