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To
stand out from your
competition, create a higher
customer value and
position it powerfully.
Define also your internal Core
Marketing Message – what
customer value are you selling,
and what everyone in your
company should care about.
What is Perceived Value to the
Customer?
Competition is all about value:
creating it and capturing it.
You can charge the customer the
value provided, regardless of
its cost. If the
price charged for a product
is commensurate with the
benefits provided or a
solution to a customer
problem, then it will be
considered a good value in the
mind of the buyer.
"Identify every barrier that
keeps people away from your
offerings. Then systematically
tackle each one," advices
Tom Kelley from
IDEO.
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