The Fifth Element
Under special circumstances it may be appropriate to add a fifth element to your value proposition—an intensely personal element based on your own experiences in life and in your profession. The fifth element explains not what you do, how you do it, or why you’re good at it. It says more—more about the type of person you are—your character, purpose, and principles. It gives a client a profound and deeper sense of what they should expect from a relationship with you. I’m going to hold off saying more about the fifth element for now, because it requires you first to master the skills of critical listening.