Three Kinds of Value Propostions by jonathan jessop

All Benefits

Simply list all benefits believed to be offered.

  • Requires least knowledge
  • Least amount of work
  • Benefit Assertion: Provides no real benefit for target
  • Benefits may be points of parity not difference

Favorable Points of Difference

Recognize that the customer has an alternative and focus on differences.

"why should I buy your offering"
"why should I buy your offering instead of the competitions?"
  • Required detailed knowledge of alternatives
  • More work understanding the customer
  • value presumption: assuming favorable points of difference are valuable

Resonating Focus

Make offering superior in the few elements that matter most to the target customers.

  • More is not better, focus on most important
  • Point of parity required by target or to counter mistake perceptions
  • Customer value research provides support

All Benefits

Favorable Points of Difference

Resonating Focus

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