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# Creating Customers
- URL: https://www.attentionstack.com/creating-customers/
- Published: 2026-09-21T15:49:18.000Z
- Updated: 2026-09-21T15:49:18.000Z
- Author: Steve Johnson

This past May at [https://soundstartups.org/](https://soundstartups.org/?ref=scaling-sales.ghost.io) hosted by [https://www.surfincubator.com/](https://www.surfincubator.com/?ref=scaling-sales.ghost.io) I taught Value Proposition. It was week 4, to the first class of the Founder Discovery Lab.

The beauty of teaching a thing is that it gives you at least 3 additional opportunities to learn the thing.

First, when you prepare to teach, second, while you're teaching and third during the debrief afterwards.

Here's what I learned about Value Propositions this week.

While I was preparing to teach: Value Propositions are context dependent. Where a company is in it's journey: Early, middle or mature, determines what they need from a value proposition: Clarity, Positioning, Reputation.

While I was teaching: The prospect experiencing empathy is the basis of the most effective value propositions.

After: In the conversations afterward I remembered that Peter Drucker said ". . . the purpose of business is to create a customer, . . ." Creating customers is very different than competing for them.

Two hours of spontaneous enriching conversation followed the session.

I came to teach and suspect I walked away with more than anyone else.