Value Proposition Design
The first step in innovation is for companies to decide what type of innovation to develop, who they want to serve, and the promise of value to deliver to them. These upfront decisions are fundamental to successful innovation.
We help companies figure out the type of innovation initiative to pursue, target markets, and the ultimate value proposition. We do this by following a structured approach. We start by obtaining customer input on desired outcomes, which discloses opportunities. Next, we analyze results to determine where customers are underserved. Third, we prioritize opportunities by choosing to make improvements in areas that satisfy essential outcomes. Finally, with this information, we can design the value proposition.