Love for customers is the springhead of the cascade of innovations and the river of revenues.

~ Vadim Kotelnikov

Adaptive Strategy (Yin):  Take the hopes, dreams, fears and desires that already exist in the hearts of people, and focus them on your product.

Proactive Strategy (Yang): Create a new customer need or desire, and offer your product as the best solution.

Three Generic Value Propositions

According to Treacy & Wiersma, the Three Value Disciplines are:

① The best total cost (best price, good service)

② The best product (best performance)

③ The best solution (best fit, tailored)

The trick is to excel in one area while maintaining acceptable levels in the others.

From Value System To Direct Desires

People do what they desire to do. Our values – especially subconscious ones – define our actions. If your target customers value and desire what you have, they will trade you their money for your product. All you need to do in your marketing efforts is tap into a value system with a message that stirs the emotions.

Important: keep cultural differences into account.

The purpose of your marketing efforts is to direct desires that are rooted in six universal values − knowledge, money, self-realization, love, power, and order.

Effective marketing targets the corollary emotions that run as conduits from these mission control centers, and thus gets an instant access into a person’s subconscious mind. The subconscious mind, in turn, compels the conscious mind to buy.

Customer Value Proposition

Sell Dreams and Emotional Benefits

USP

Coaching by Example

Mission-driven Innovator

Impact Innovator

Harmony Innovator

UX Innovator

Proactive Futurist

Blue-Ocean Innovator