1. • Defining the characteristics of a strong value
   

  proposition – e.g.,

     - Superior, sustainable, profitable

     - Competitively distinctive benefits provided to customers, vs. differences in features

1. • Contrasting a value-centric segmentation of
   

  the market (for marketing effectiveness) vs.

  conventional psycho/demographic and

  behavioral/attitudinal techniques 

   (for marketing efficiency)

1. • Developing concrete ideas for improving one
   

  or more of the company’s current (“designed”

  or “de facto”) value propositions, e.g.,

    - The product/service offering - the “destination”

    - The experience during the end-to-end

      “journey” – from pre-purchase to end-of-life

1. • Identifying internal mindsets (conventional
   

  wisdom) that might be out of alignment with

  current customer expectations

1. • Outlining methods for discovering unmet
   

  customer needs, and generating creative

  value propositions that could deliver higher

  share and/or price premiums