Value Creation

Value creation focuses on the identify the problems that your customers need solved and finding ways to communicate with them. The goal of any product is to help your customer achieve superior performance.

Tech CEOs Struggle with

Messaging

Product messaging sounds similar to competitors.

Helping Prospect Buy

Prospects do not understand why they should move forward with your solution.

Costly Deals

Deals are won by providing large concessions, examples pricing or free services.

Common Approach

Start ups and small companies start with a product idea to capture an opportunity and make the product the center of their value proposition. They focus on the features and capabilities of the technology. They, rightly so, believe in the power of their product.

The Result

Unfortunately, customer see several solutions that generally look the same. The customer is shown a demo or presentation highlighting the product’s capabilities.

The Problem

The customer engagement fails to focus on the customer’s business. Often times, a narrow feature-benefit approach is taken. What is needed is a value proposition that ties the product’s capabilities directly to a customer business need, e.g. improve competitive positioning, increase revenue, etc.

New Viewpoint

Create a Value Proposition that focuses on the strategic, operational and business needs of the customer

Start with the jobs that your customer needs to do that align with your product’s capabilities
Understand the what happens if your customer does the job well and poorly
Focus on the business drivers resulting from the Customers jobs
Tie the business drivers to your solution.

If you are not able to help the customer improve their business with your solution, step back and take a new look.

Leverage Your Knowledge

As a provider of technology, you have many customer engagements that provide you knowledge of how your product fits into the business landscape.

Focus on Jobs

Understand what the customer is doing now to reach their business, strategic and operating goals with particular focus on the tasks being performed and how they link to the business goals

Gain and Pain

Focus on your solutions capabilities to impact the work performed by improving the gains of doing a good job and reducing the pain of doing a bad job.

Business is King

Turn those gain creators and pain removers into the value that moves the customer’s business forward. Tie it to the key business goals and help the customer achieve superior performance.