So, value propositions are something we stole from the world of consumer marketing. And in consumer marketing, the CVP is the reason why a customer might buy a particular product. And in the same way, an EVP is the reasons why someone might choose a particular employer.

But one of the big differences is that we have to be a little bit more selective when it comes to EVP’s, because we care about exactly who we're hiring. So, it's no longer why should anybody want to work for us? It's why should the people we want to work for us choose to work for us? So it's a much more precise thing that you need to work out. And if you think about what the answer is going to consist of, it's going to be a mix of some factual things and some cultural things. So on the factual side of things you might have how big you are, what kind of work you do, who you do it for, that kind of stuff.

On the cultural side of things, you might end up with something more about the way that you make decisions, or the kind of team working and collaboration atmosphere that you've got, or your attitude to training and development. And at the end of all of that, you're going to end up with some kind of EVP statement or, you know, summary and then a number of supporting pillars that really identify those, the key elements of that.