New Thinking

Simons intriguing sentence about Value Propositions During a recent workshop and a discussion about Value Propositions a Startup founder – let’s call him Simon – said something intriguing we took for granted, while it is not. Simon said this: «Ah, so, you never actually see the Value Proposition of a company, just the Promise.» To understand the value of Simon’s realization, the story of how he initially went about writing a Value Proposition is helpful. He did what we all do

Dear Customer Insight! I finally want to thank you. We have been knowing each other for more than 35 years. Today, everybody is acquainted with you. If I google you, I get more than 200 billion hits. They say you are essential for good promotion and strong messages. Product innovations that don’t care about you will fail. They even use you to formulate ground-breaking business models and strategies. Everybody seems to know you, but no one actually knows precisely who you are.