In my business we talk a lot about “value propositions”. Essentially, a value proposition is a quantifiable truth that helps to build the business case for a particular course of action. For example, if I was asserting that a client should launch a magazine advertising campaign, I would bring market information to bear that presented the measurable benefits of pursuing this course of action as opposed to the measurable cost. The benefits, as exceeding the cost, are either referred to as individual value propositions or collectively as the value proposition.

Business relationships are defined by the value proposition associated with two entities engaging in business based on the merits of the various parties and the benefits to be gained on each side. However, merits aren’t always immediately apparent, so good communication is necessary to make sure that the value propositions are heard and understood, and that those propositions continue to be reinforced and strengthened through continued communication over the course of the relationship.

It would be an interesting exercise if we applied the same amount of discipline to assessing our personal lives. I’ll use myself as an example. What is the value proposition that I present to my wife in our relationship? What is the value proposition that I present to my children? To my parents? To my friends? Moreover, how to I effectively communicate this value—not just at the start of the relationship, but throughout its entirety?

Legitimate, uncompromised good will is rare in the business world. When that good will is coupled with top industry knowledge/capability and superior communication it is a powerful force. This is analogous to what we should try to accomplish in our personal relationships—uncompromised good will, combined with a mastery of creating and communicating value.

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