Archives for February 2010

Increasing the value in customer value propositions

Tweet What is the benefit of the benefit? An effective value proposition clearly articulates the primary benefit or benefits that the business delivers to its customers; and these benefits are both differentiated from what competitors offer and genuinely valuable to customers.  Too often, doctor however, the latter criterion is not met because value propositions are articulated in company- rather than customer-centric language.  To avoid falling into this trap one question that marketers can ask is ‘What is the benefit of the benefit?’ This very simple question helps in two ways.  Firstly it helps ensure that the wording of the value… Read more

The value trinity – analysis, design and execution

Tweet Matthew Taylor’s third annual lecture as Chief Executive of the RSA was titled Left Brain, pharmacy Right Brain.  While the left and right alluded to political viewpoints and the focus was on public policymaking, pills the title would have worked if referring specifically to the brain hemispheres and focusing on business decision-making, impotent a discipline which is overly left-brain oriented and heavily focused on analysis. Our pre-occupation with analysis is partly cultural, rooted in western philosophy’s origins in Ancient Greece.  Plato’s search for truth, Aristotle’s classification system and Socratic questioning and challenge have together formed the foundations of western… Read more