Absolutely.
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There’s a reason most marketing falls flat: it’s built to describe *what* gets delivered, not *why anyone should care*.
The real game-changers? They operate on a different battlefield entirely. They don’t compete on features. They don’t fight on the same terrain as everyone else. And they sure as hell don’t leave their value invisible.
Instead, they name what no one else can even see.
That’s what this week’s War Table Mastermind session was about—the strategic unlock that turns good offers into **category-dominating weapons**. We call it the **Invisible Value Exercise**, and it’s one of the sharpest tools we’ve ever dropped on the table.
Let’s break it down and help you implement it in your own business.
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## 🔥 The Strategy Behind “Invisible Value” — Why It Changes the Game
Here’s the truth: clients rarely buy what they think they’re buying.
They purchase outcomes. They buy feelings. They invest in belief. But too often, we present ourselves through generic, commoditized service lists that sound exactly like our competitors.
Yet behind the scenes, what truly drives impact—the reason clients rave, refer, and re-sign—is something deeper. Something harder to describe. Something that feels *uncopyable*.
That’s your **Invisible Value**. And most businesses either don’t recognize it or they’ve never learned how to name it.
Until now.
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## 👀 What Is “Invisible Value,” Really?
Invisible Value is the part of your offer that **can’t be easily copied**, **isn’t on your sales page**, and **isn’t understood until after the client experiences the work**—but once it’s surfaced and communicated, it becomes your **most differentiating asset**.
It includes things like:
– Your intuitive decision-making and insight
– Your proprietary frameworks or methodologies
– The way you simplify complexity or pattern-match faster than others
– How you create trust rapidly with stakeholders
– The “feel” of working with you—momentum, clarity, executive energy
– Your unique synthesis of experience that no one else can replicate
These are the levers that win high-ticket deals and build long-term loyalty. But here’s the kicker:
If you can’t name it, you can’t sell it.
That’s where our Mastermind put in the work this week.
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## 🧠 Framework Breakdown: The Invisible Value Exercise
### 1. **Start With the Obvious—Then Gut It**
We kicked off by mapping what clients *think* they’re purchasing.
Marketing audits. Messaging workshops. Content plans. Retainer hours. Optimization roadmaps.
Nic issued the first challenge of the session:
> “If your competitor offered the exact same deliverables, what would still make you the obvious choice?”
That question hollowed out the surface-level stuff and forced members to dig for the *real* differentiator. When you strip away the scopes and shiny frameworks, you’re left with the actual advantage: the stuff they can’t buy anywhere else.
This is where most founders hesitate. They want to believe their method is special. But if it’s not *named* and *codified*, it can’t be perceived as rare.
So we push further.
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### 2. **Unearth the Unnamed Levers**
Once the obvious was gutted, we turned internally.
> What do you do *instinctively* that others miss?
> When things go wrong, how do you fix it faster?
> How do you *think* differently?
This is where the real magic emerges—the subconscious excellence that’s been hiding in plain sight.
🔍 One member—a conversion copywriter—discovered she could spot dissonance between a client’s brand tone and customer research within 20 minutes of a kickoff call. That’s an intuition built through pattern recognition, not a bullet on her sales page.
🔥 Another—a B2B growth advisor—unpacked a mental model he uses to sequence client rollouts in a way that builds early traction 78% faster than industry average. He’d never named it. Now it’s a framework he’s leveraging in both talks and sales decks.
🛠️ War Table members discovered that *what they do*, and *how they do it*, are valuable—but *why it works*, and *why it works faster*, is the real gold.
That gold had to be named.
—
### 3. **Codify What Can’t Be Copied**
Let’s be blunt: proprietary frameworks win business.
If McKinsey calls their approach “The 7S Framework,” you better have something just as crisp, memorable, and defensible.
So we led the group through a naming protocol:
– **What’s the transformation?** (Clarity? Acceleration? Influence?)
– **What’s the metaphor?** (Blueprint? Engine? System? Lens?)
– **Can it pass the coffee test?** (Explained in under 2 minutes to a smart stranger.)
This unlocked a tidal wave of fresh positioning.
One member created the “Message-to-Momentum™” process. Another coined “The Executive Clarity Index”—a tool he already used in every engagement but had never articulated.
Here’s what happens the moment you name your invisible value:
– Clients ask about it.
– Competitors can’t replicate it.
– Pricing becomes elastic.
– Brand trust increases—because you sound like a pro, not a provider.
Naming gives form to the formless. And form sells.
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### 4. **Outcome Over Actions: Sell the Win, Not the Work**
If your positioning is still framed in tasks, hours, and scopes—you’re anchoring the conversation in *effort*, not *impact*.
So we flipped the narrative.
Nate pushed the group:
> “Can you describe your offer using only the transformation your client walks away with?”
Instead of:
❌ “I write funnel sequences and optimize landing pages.”
Say:
✅ “I help digital products scale from 6- to 7-figures through conversion architectures that compound over time.”
Same work. Totally different power.
This shift reframes expectations from input to outcome. And it’s essential if you’re trying to:
– Raise your prices
– Shorten your sales cycles
– Dissuade tire-kickers and low-value buyers
– Gain market clarity around your category of one
Remember: Clients don’t buy your process. They buy transformation. Make that front and center.
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### 5. **Publicly Contrasting Against Lazy Industry Norms**
As a final assignment, we got a little spicy.
Brand fatigue is real. Most of your audience has seen the same recycled templates and “audit bonuses” a dozen times this week. So we challenged members to *start throwing punches*—ethically and strategically.
How?
By drawing contrast between the invisible value you offer… and the generic, surface garbage flooding the feed.
Examples:
> “Most ‘messaging audits’ give you a list of words to change. We deliver a decision system that aligns every message with your customer’s real emotional buying triggers.”
> “You don’t need another funnel. You need a conversion architecture that buys back your time and compounds revenue—**without** adding 17 tools you won’t understand.”
These statements don’t just build trust. They disqualify weaker alternatives.
Done well, this creates *pull marketing*: prospects start hunting you because you’ve shown them what others never could.
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## 🧩 Why This Exercise Is Essential for Brand Strategy, Market Positioning, and Revenue Growth
If you’re playing in a crowded category—and let’s be honest, most of you are—then differentiation isn’t optional. It’s survival.
Yet according to a 2023 Gartner report, **63% of B2B buyers can’t tell the difference between competing offers** in the same vertical. Translation? Most providers sound *functionally identical*.
And if you’re indistinguishable, you’re disposable.
The Invisible Value Exercise is your counterstrike.
It allows you to:
✅ Build a clear category of one
✅ Charge premium prices for work others do cheaper
✅ Shorten your sales cycle by clarifying value upfront
✅ Create brand assets that position you above the noise
✅ Earn internal alignment across your team (what we do, why it works, how we talk about it)
More importantly, it gives your business the language and backbone to finally step into market leadership.
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## 📌 Action Steps You Can Take Right Now
If you weren’t at the War Table this week, here’s your deployment checklist:
### 1. List what clients think they buy from you.
Then cut it in half. Strip the deliverables, and ask: What’s *left* that they can’t find elsewhere?
### 2. Identify your unspoken levers.
Grab a pen. Ask yourself:
– What do I *see* that others miss?
– What do I *do* that others can’t explain?
– What results do I drive faster or more effectively?
– What turns “working with me” into a trusted, transformative experience?
### 3. Name your frameworks.
Use metaphor. Category language. Simplicity. Test a few names with past clients, your audience, or on LinkedIn.
If no one can take it from you, you’re nearly competition-proof.
### 4. Reframe your messaging around outcomes.
Create one new positioning sentence for your website, email signature, and next sales call that focuses on the win—not the work.
### 5. Draw contrast in your marketing content.
Craft one post or video that begins with: “Most people in my industry do X. I do Y—in a way that drives Z.”
Make it bold. Make it true. Make someone disagree.
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## 💥 Final Warning: Don’t Stay Invisible
If your most valuable insight, expertise, and transformation is still buried inside scope docs, onboarding calls, or six layers deep in your process—your business is fighting with one arm tied behind its back.
Your competitors aren’t better. They’re just louder. Clearer. More codified.
Fix that.
Because when you:
– Name your proprietary edge
– Sell based on transformation
– Showcase invisible value with confidence
…you stop looking like another service provider.
You start looking like a category founder.
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At The War Table, we don’t play small. We design the battlefield. We choose the weapons. And we execute with a level of clarity most agencies, consultants, and coaches will *never* reach—because they’re still selling deliverables while we’re building value constructs.
This week’s session was about unlocking the engine under the hood. Now it’s time to drive.
If you’re ready to stop fighting over scraps, and start building what your competitors can’t touch—there’s a seat for you.
**Apply to The War Table Mastermind.**
We’re not just building brands.
We’re creating category dominators.
Let’s see what they do when they can’t copy you anymore.
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*Written by the War Table Mastermind Editorial Team*
*Led by Nic von Schneider & Nate Morse*