Awkward Reality #501

The best value propositions aren’t created by suppliers… they’re discovered.

Ever watch stage-gate reviews or entire workshops wrestling with The Value Proposition? It’s not pretty. In my experience, good B2B customer interviews yield potential value propositions like so many ripe apples falling from a tree. You just need to pick which to pursue. If you need to dream up value propositions, you’re climbing the wrong tree.

More in white paper, Guessing at Customer Needs