The value proposition at the service of differentiation

Value proposition canvas

The connected world we live in requires companies to adapt. Today’s products are increasingly connected and communicating, but it is increasingly difficult to offer a differentiating product. So how do we achieve a consistent and effective value proposition? How do we manage the challenges of positioning in this connected world? Review of the tools made available by Ixiade, by Charlotte Decorps.

Experience and uses at the heart of differentiation strategies

As digitalization is at the heart of current trends, new products and innovations increasingly include connectivity. If connectivity allows to offer new possibilities and to propose new business models, it is also more and more difficult for companies to differentiate themselves from each other. Apart from a purely offer based differentiation, today’s products must stand out for the experience they provide. For example, when you buy a TESLA, you are no longer just buying a car but the new world, technology and experience. Therefore, the emotional aspect comes together with the rational aspect to make the value proposition unique.

How is it materialized at the offer level?

Each offer on the market is designed according to the value proposition that comes along with it, that is to say, according to the imagined value that the offer will have for its customers. To propose a relevant offer, the imagined product or service must solve the customers’ problems and meet their expectations, but it must also correspond to the customers’ role, on a functional (work, tasks, mission, …), social (position, status, power, appearance, …), emotional (security, aesthetics, well-being, …) and fundamental (primary and secondary needs) levels. Drawing up a value proposition canvas makes it possible to assess the adequacy of the imagined offer to the profiles of the clients we meet.

How to become iconic?

To be different, the value proposition can go in several directions: reducing prices for the customer, solving customer problems, targeting non-customers, introducing more features or emotions, reaching out to other customer segments, anticipating trends or changing the revenue generation model. But to guarantee an optimal user experience, the offer must especially reach a high level of experiential power, i.e. it must offer a user experience that arouses emotions among users. From a marketing point of view, this vision must emerge through storytelling, which ultimately embodies the offer’s promise of experience. Depending on how the audience perceives the offer and sees it as unique and meaningful, this power of storytelling can be reinforced. A strong experiential and narrative power allow one to be unique and to be positioned as a legend.


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