Customer Value Creation & Value Innovation

Add More Value for Your Customer





As Michael Hammer, the author of Agenda, puts it, "adding more value (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."

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Dream Product Development (DPD): 4-How Process


Marketing Laws


Love Your Customers

Innovation is Love




"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."


Create More Value for Customers

Customer Service as a Differentiator




"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."

7 Routes to High Profits

80/20 Principle of Profit  Growth




Five Strategies To Add More Value for Your Customers





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


Customer Needs

Create Customers





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


Marketing Is All About Perceptions




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


Listen To Your Customers




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


Loving Customer Relationships




Price in terms of value rather than cost.


Contextual Customer Value Proposition









Gain Sharing

Gain Sharing helps ingrain customer-driven innovation in corporate culture and operations.


Innovative Value

Incentive Motivation