After 10+ years in sales these are the best ways I know of to map and visualise a value proposition: The Classic, Hierarchy, Time, Portfolio πππ
1/ The Classic
The classic view is the Alex Osterwalder view.
Two circles, 3 slices:
Circle 1 - Customer Profile
is your belief about addressing the jobs, pains and gains are that really matter to customers.
Circle 2 - Value map
is how you can actually intend to do that.
The classic view is the Alex Osterwalder view.
Two circles, 3 slices:
Circle 1 - Customer Profile
is your belief about addressing the jobs, pains and gains are that really matter to customers.
Circle 2 - Value map
is how you can actually intend to do that.
2/ Hierarchy
For multiple stakeholders (CXO, Director, User/Practioner).
Visualize with: Pyramids, layers, hierarchies.
Interconnected Layers include: Objectives, Business Strategies, Initiatives, Critical Capabilities, Solution Set.
For multiple stakeholders (CXO, Director, User/Practioner).
Visualize with: Pyramids, layers, hierarchies.
Interconnected Layers include: Objectives, Business Strategies, Initiatives, Critical Capabilities, Solution Set.
Each stakeholder might influence different layers of a value map. For example, CXO might
only focus and be accountable for
BUSINESS OBJECTIVES and
aware of and understand their relationship to
INITIATIVES.
only focus and be accountable for
BUSINESS OBJECTIVES and
aware of and understand their relationship to
INITIATIVES.
3/ Time & Intensity
A value proposition is the fit between
what the company offers (Value map) and
what the customer wants (Customer Profile)
This fit shifts throughout time
A value proposition is the fit between
what the company offers (Value map) and
what the customer wants (Customer Profile)
This fit shifts throughout time
A buyer journey framework that models the buyer journey across awareness, consideration, decision, success can be used to
plan how sales will influence buyers perspective to help them achieve success.
this explains why you could be great at closing but not creating a market π
plan how sales will influence buyers perspective to help them achieve success.
this explains why you could be great at closing but not creating a market π
In the real world, value propositions follow this idea that βperception is realityβ, meaning
it exists if people believe it exists.
It does not exist in a vacuum.
This explains why how you explain something has equal or more value than what you explain. π
it exists if people believe it exists.
It does not exist in a vacuum.
This explains why how you explain something has equal or more value than what you explain. π
The intensity of this fit shifts over time as well I.e the need for buying a wool sweater in the middle of summer has low intensity.
4/ Portfolio
Businesses should track the fit of different products and services across maturity:
Problem Solution Fit, Product Market Fit, Go to Market Fit.
Three dimensions you can segment across include:
products, markets, channels.
Businesses should track the fit of different products and services across maturity:
Problem Solution Fit, Product Market Fit, Go to Market Fit.
Three dimensions you can segment across include:
products, markets, channels.
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