Michael Hammer puts it, "MVA means that you
give the customer more, perhaps far more, than you ever have before."
beyond simplifying your customers' interactions with you to delivering
solutions to your
customers' problems, of which your products and services
in their native forms are but small pieces..."
"You can visualize the
principle of MVA as a ladder with your product at the bottom and the
solution to your customer's
problems at the top."
"The more help you provide
your customers to fill that gap, the more value you add to them, which, of
differentiates you from your
competitors who are still scrambling around
at the bottom of the ladder."
"Also, it is to your
advantage to control as
much of the ladder as you can ‒ customers will be less likely to abandon you
in favor of someone else, lower down the ladder, who offers less
the same time, your opportunity for margin and