The 6-Element Framework GE Used to Create Winning Value Propositions
with Jocelyn Johnson, Chief Marketing Officer | Board of Directors
Audio Only
Episode Description
What if your value proposition is costing you customers? In this episode of StrategyCast, learn how to build bold, resonant messaging that speaks to real human needs, adapts to changing markets, and gets your whole team aligned for breakthrough brand results!
Listen & Learn
- Why 99% of value propositions flop and how to build one your market actually
- Context Is Everything: You must clearly communicate why customers should switch and choose YOU.
- Bury the One-Size Myth: Today’s fragmented markets demand multiple value propositions. Effective messaging tailors the story to each decision maker and influencer, not just one catch-all pitch.
- Frameworks Aren’t Just for Show: Jocelyn’s “six elements framework” ensures every value proposition is deeply rooted, customer-validated, and differentiated.
- Lead with Data: Bring rigorous research to the table. When tough conversations arise, using customer evidence wins support and helps kill bad ideas, before millions are wasted.
- Storytelling with Proof: Don’t just say what your product does; tell stories that prove the outcome.
- Testing Is Non-Negotiable: Successful brands validate their value propositions with BOTH internal teams and customers. Don’t launch campaigns on a hunch. Test, refine, and scale only what resonates.
- Create Safe Spaces for Hard Truths: If research shows your new product isn’t valued by customers, have the courage to say “stop” and safeguard your brand’s reputation.
- Growth Mindset for Leaders: The best leaders foster curiosity, create space for every voice at the table, and advocate for the customer, even if it means challenging the status quo.
Guest Bio
Jocelyn Johnson is a seasoned marketing executive with over 20 years of experience in both private and nonprofit sectors. Jocelyn joined American Bar Association (ABA) in March 2024 as chief marketing officer (CMO). Previously, Jocelyn served as the CMO at Girl Scouts USA (GSUSA) for three years, playing a crucial role in telling a clear narrative to internal and external stakeholders to grow membership, revenue, fundraising, and engagement. She initiated the Phenom by Girl Scouts branding and implementation of the first profitable triennial convention.
Prior to joining GSUSA, Jocelyn worked in multiple roles with increasing responsibilities at General Electric (GE), where she eventually led marketing and communications efforts for GE Information Services, a global e-commerce industry pioneer. Her focus on data-centric marketing strategies led to branding, improving communications, customer relationship management, data warehousing, and sales programs that grew business-to-business, business-to-consumer, and business-to-business-to-consumer revenue from $50 million to $20 billion.
Jocelyn attended Howard University and completed her bachelor’s degree in microcomputer systems at Potomac College. She also completed an MBA at Jack Welch Management Institute.
Jocelyn has served on the boards of My Sister’s Place, Lincoln Foundation, and Brooklawn Child & Family Services, and as Board Chair for the Urban League, Bethany Christian Services and DreamCare. She is currently on the Board of Directors for Robotics For All. Jocelyn has an adult child, Shadya, and lives with her partner, Kevin, in Louisville, Kentucky, where they own several passive entrepreneurial businesses.
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