Awkward Reality #455

Heaven save us from the “value proposition workshop.”

I am sometimes asked to do a workshop on developing value propositions. I say, “Not unless you invite your customers to it.” Seriously, suppliers already spend far too much time guessing what customers want. Why try to legitimize this innovation malpractice by creating and word-smithing value proposition statements internally? Better to conduct proper B2B interviews and then build a value calculator around a value proposition that customers truly care about.

More 2-minute video at 34. Use value calculators to establish pricing