How Southwest Airlines cracked the CVP code ✈️
Quick question: What do you think made Southwest Airlines one of the most successful carriers in America? Was it their planes? Their routes? Their prices? Actually, it was something much simpler (and way more powerful): their Customer Value Proposition. See, while other airlines were competing on luxury and trying to be everything to everyone, Southwest did something brilliant—they zeroed in on what their customers actually wanted. Here's what they figured out: Their customers weren't just competing with other airlines... they were competing with driving. For short trips, most people would rather drive than deal with expensive flights, long security lines, and hidden fees. So Southwest built their entire strategy around making flying easier than driving: → Lower fares – Flying to smaller, cheaper airports meant savings they could pass on → Faster turnarounds – No assigned seats, no frills, get you there quickly → Reliable & safe – Standardized Boeing 737 fleet (easier to maintain, safer operations) → Actually enjoyable – Friendly staff who crack jokes and make the experience fun The result? "Low fare, high satisfaction" – a positioning so strong it's kept them profitable for decades. Here's why this matters for YOUR business: Whether you're selling consulting, software, coaching, or any service, the principles are the same: 1. Identify your real target customer (not just "everyone") 2. Understand what they truly need (not what you think they need) 3. Deliver specific, tangible benefits consistently 4. Back it up with proof 5. Add your unique personality I just released a full video breaking down Southwest's CVP framework step-by-step, plus how you can apply it to build your own winning value proposition. This is an excerpt from the CVP course available in the Marketing Accelerator. Let me know what you think: What's the strongest value proposition you've ever seen?