Speed and agility follow only after the right pieces fall into place across an organization’s structures, leadership, and operations. Speed can accelerate growth, but it can also disrupt (and disable) an organization (and any momentum gained) if transformation is not done right. We rely on patience, careful planning, and alignment at each step along the way using a progressive roadmap to effect pragmatic change.
Measuring value throughout the lifecycle (of products, services, and software) allows organizations to consistently and reliably deliver sustainable value to their customers (internal or external). The investment pays for itself many times over and creates a source of intellectual property that is not easily duplicated (unlike technology). It also allows organizations to precisely understand and explain the WHY to their customers and ensure they deliver the right products and services.
Once products and services are ready for release (OEM distribution), the value improvements need to be communicated to customers (marketing, advertising, communications via online media, and by sales and support staff). All of the upfront work to measure value now pays off with clear and crisp messaging that customers will identify with during their product selection and when considering price and value. We work closely with marketing and sales operations to align their messaging with the value that their products are delivering to customers by shifting the focus from features (product centric) to outcomes (customer centric).
Value is a combination of how well a given product or service address the desired outcomes for a customer as it pertains to the functional and emotional jobs that they are trying to get done. This is a fundamental shift from the macro-level approach that organizations rely upon to make investments in products and services. This shift is key for guiding “innovation” with greater accuracy by ensuring the right investments in products and services are made.
We guide clients with adopting a more precision-oriented process for capturing, warehousing, and measuring value from the perspective of the customer. Done properly, this eliminates the guesswork on the part of product marketing, reduces the risk of investment, and allows organizations to build sustainable investments in platforms to deliver value to their customers (existing and new). This eventually becomes the compass for steering the ship through uncharted waters (“Blue Oceans” if you will).