- Profitably co-creating value with our customers, employees, partners, community and planet is now required.
- Effective marketing practice requires relationships and anticipation. Taking time to build these is not wasted time. It is a necessary and important investment.
- Learning and adapting are a part of this process, not an enemy of it.
- The practice of marketing requires action. a. Talking about marketing is not doing marketing. b. Marketing does not happen in a textbook. c. Knowing marketing theory does not mean that you know how to do marketing.
- The outcome of the Value Plans that you build is a beginning for delivering unprecedented Value. True value will only arise when you put these plans into action.
- Creating Value is a world-changing exercise. Now is the time to help change the world for the better.
Inspiring a shift to a Value-focus
I've created The Value Plan to progress through three inter-connected sections. While I would love to get you started creating your own breakthrough products and services right from the very beginning, I've learned from nearly 15 years of experience teaching global executives and MBA students from around the world that we need to take care of two important issues before we do this. First, we'll build the right mindset and approach to marketing, then I'll introduce you to the tools that you'll have at your disposal to create breakthrough products and services, and finally we'll get you working to apply these to your own value-driven marketing strategy.
The Value Mindset
In Section 1, The Value Mindset,we will walk through the mindset that will serve as the fundamental compass and guide for all of your future marketing efforts. This value mindset is based upon Vargo and Lusch's Service Dominant Logic, and we will work together to explain exactly what we mean by "value", define each of the key players or actors who will co-create this value, and explain how each of these actors experience this value in turn.
12 Building Blocks
In Section 2, The 12 Building Blocks of Value, we will then transition to a more practical discussion of each of the twelve key Building Blocks of a Value Plan, and how each of these fit together to provide deep insights into how value can be co-created and experienced by each of the five key actors discussed in Section 1.
TVP in Action
Finally, in Section 3, The Value Plan in Action, we will assemble these building blocks into a complete Value Plan, which will outline a clear, unique and truly valuable Value Proposition that we will introduce to our customers, and in doing so, co-create value with each of the five key actors. From this, we will also use these insights to create and implement the best possible marketing strategy to transform the value proposition into value reality.
Who Should Read The Value Plan:
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