As Michael Hammer puts it, "MVA means that you give the customer more, perhaps far more, than you ever have before."

MVA "goes beyond simplifying your customers' interactions with you to delivering solutions to your customers' problems, of which your products and services in their native forms are but small pieces..."

"You can visualize the principle of MVA as a ladder with your product at the bottom and the solution to your customer's problems at the top."

"The more help you provide your customers to fill that gap, the more value you add to them, which, of course, differentiates you from your competitors who are still scrambling around at the bottom of the ladder."  >>>

"Also, it is to your advantage to control as much of the ladder as you can ‒ customers will be less likely to abandon you in favor of someone else, lower down the ladder, who offers less value. At the same time, your opportunity for margin and profit increases."






Five Strategies To Add More Value for Your Customers

① Think of yourself as a provider of solutions, rather than of products or services.

Distinguish between what you are selling and what your customer is buying.

Take a broad view of your customer's underlying problems that go beyond you and your products.

See what your customers do with what you give them, and either do it for them or help them with it.

Price in terms of value rather than cost.  >>>