Page 130 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Same Customer, Different Solutions
In today’s hypercompetitive world, customers are surrounded by an ocean of
tempting value propositions that all compete for the same limited slots of
attention.
Very different value propositions may address similar jobs, pains, and gains.
For example, our movie theater chain competes for customer attention not only
with other movie theaters but also with a broad range of alternative options:
renting a movie at home, going out to dinner, visiting a spa, or maybe even
attending an online virtual art exhibit with 3D glasses.
Strive to understand what your customers really care about. Investigate their
jobs, pains, and gains beyond what your own value proposition directly
addresses in order to imagine totally new or substantially improved ones.
