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Value Proposition Design vs. Competitors
Let’s focus on one element of your design and decision
making environment: your competitors. Assess how your
value proposition performs against those of your
competition by comparing them on a Strategy Canvas, a
graphical tool from the Blue Ocean Strategy book. This
is a simple but powerful way to visualize and compare
how the “benefits” of your value proposition perform.
On this spread we compare the performance of Value
Proposition Design to the performance of executive
education and massive open online courses (so-called
MOOCs). We do so by drawing a Strategy Canvas with a
number of competitive factors on the x-axis and then plot
how the different competitors perform on each one of
these factors. We selected the competitive factors from
our value map and complemented them with elements
from our competitors’ value maps.
