The author of this book believes that the key operational objective of any growth-based initiative is to create a much better value proposition, as seen through the eyes of customers, than competitors provide. To achieve that objective, he recommends focusing on five elements of a “core value proposition”: the core idea, the benefits for customers, the target market, the desired perception (“How do we want to be perceived by customers, employees, and suppliers?”), and the reward. As few business writers seem to do, he understands that “what’s in it for us” will be different for owners, employees, partners, and shareholders. He then describes a framework, called a “focus funnel,” that helps decision makers choose among alternatives. Select your five most powerful ideas first, then pick the three most powerful for customers, and finally the single most attractive core value proposition.
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