Three Generic Value Propositions (Value Disciplines)
By Treacy & Wiersma
The best total cost
(best price, hassle-free service),
The best product (best performance),
The best solution (tailored, individual
service), like Harrods
The trick is to excel in one area
maintaining acceptable levels in the others.
The Best Technique
to Win the Customer Over
Skillful integration of the following three
can prove irresistible:
Why People Purchase?
Why people purchase?
How to get more of
them to purchase from you now? How to make your
Strategy 1: Take the hopes, dreams,
fears and desires that already exist in the hearts of people, and focus them
on your product.
Strategy 2: Create a new customer need
or desire, and offer your product as the best solution.
What Is Your
The delivery of the customer value proposition
relies on a business design, which uses key
processes to harness the
competences and resources of your firm to deliver superior value to relevant
markets. Inspired by design thinking, customer value propositions and business designs compete and
collaborate for customers, resources, infrastructures and skills on
Do Your Customers Enjoy
Buying from You?
Why would people want buy from you if they
doing so? Making what you have to sell
fun to buy is simply
taking the whole process one step further. "If you can make your customers
laugh, and excite them with your vision of what life can be, they are not
going to walk into your outlets, but run into them.
Running a successful business should be fun for you, and there's every
reason why you should be able to communicate that sense of fun to your
customers. Certainly, if you aren't having fun, you probably aren't running
successful business," write James Essinger and Helen Wylie in
The Seven Deadly Skills of Competing.