Michael Hammer puts it, "MVA means that you
give the customer more, perhaps far more, than you ever have before."
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..."
Customer Value Creation:
"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
differentiates you from your
competitors who are still scrambling around
at the bottom of the ladder."
vs. Red Ocean Strategy
"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
the same time, your opportunity for margin and
Create Customer Value:
10 Lessons from Konosuke Matsushita
Creating Sustainable Profits:
9 Questions To Answer
Michael Hummer suggests the
add more value for your customers.
Think of yourself as a
solutions, rather than of
products or services.
Distinguish between what you are
what your customer is buying.
broad view of your customer's underlying
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
value rather than cost.