Creating & Delivering Your Value Proposition

by Paul Simister on November 3, 2011

Creating & Delivering Your Value Proposition : Managing Customer Experience For Profit by Cindy Barnes, Helen Blake and David Pinder is a book which goes into a detailed methodology of how to create a value proposition.

Creating & Delivering Your Value Proposition Review

I’d better begin by clarifying what the authors mean by a value proposition because it may not be quite what you think if you use value proposition and unique selling point interchangeably.

The book says “A value proposition statement is a clear, compelling and credible expression of the experience that a customer will receive from a supplier’s measurably value-creating offering.” (page 22)

It goes on to quote Michael Lanning from Delivering Profitable Value (another favourite book I need to review) to say:

“A value proposition is:

  • about customers but for your organisation;
  • not addressed to customers but must drive these communications;
  • articulates the essence of a business, defining exactly what the organisation fully intends to make happen in the customer’s life.”

The Structure Of Creating & Delivering Your Value Proposition

The chapter titles are description and take you through the authors value proposition builder approach. When I read some books, I feel that the authors are holding back. i didn’t have any of those reservations with Creating & Delivering Your Value Proposition.

  1. What do you really think about customers?
  2. What is a value proposition?
  3. The value focused approach
  4. Creating your value proposition
  5. Value proposition builder: market
  6. Value proposition builder: the value experience
  7. Value proposition builder: offerings
  8. Value proposition builder: benefits
  9. Value proposition builder: alternatives and differentiation
  10. Value proposition builder: proof
  11. Value proposition template and value proposition statement
  12. Message development
  13. Implementation
  14. Starting and sustaining
  15. The value focused enterprise

My Thoughts On Creating & Delivering Your Value Proposition

I thought I was going to love this book but I didn’t.

It starts strongly but the more I read, the more detached I felt from  the process the authors are advocating.

I don’t really understand why although it is written for much bigger businesses than I deal with.

The authors go into a lot of detail about their value proposition builder but I never felt that the book got to grips with the concept of customer value. One of the reviews on Amazon says that it starts where Blue Ocean Strategy finishes. That may be part of my problem because I like tools like the Strategy Canvas which identify the elements of the value proposition and compare them with competitive offerings.

It’s also written with a strong technology theme and an extensive look at Intel. My preference is to avoid technology companies because I’m not technical and focus on service based differentiation.

The book doesn’t build on the customer value ideas that have influenced me – Michael Porter, Bradley Gale, Robert Woodruff, Cliff Bowman, Thomas Nagle and David Swaddling are not referred to in the book or at least aren’t in the index.

The reviews on Amazon are generally very positive.

I can’t go that far. If I was scoring it, I’d rate it at the 3.5 stars level, perhaps 4 stars on a good day. It is staying in my library and perhaps I will return to it one day and find more value.

Paul Simister is a business strategy coach who helps business owners to differentiate their businesses and develop winning strategies. Get your free copy of my ebook The Six Steps Profit Formula.

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