Tired of textbooks and cases?

Provide practical & effective marketing capabilities with The Value Plan.

I've written The Value Plan to help you teach practical marketing skills and concepts that will help your students to be effective marketing executives from the day that they start.  I've been testing and refining these contents over the last 15+ years with a variety of companies from single person startups to huge multinationals, governments and NPOs.  I'm confident that The Value Plan will help you thrive as a marketing professor.

What You'll Get From The Value Plan Master Class:

A fully tested, value-focused marketing strategy and value proposition

This Master Class will help you walk through the entire Value Plan process from beginning to end.  You'll start with creating a true value mindset, then progress to exploring each of the tools you'll be working with when you create strategy, and finally, this course will walk you through a Step-By-Step process to create the best possible marketing strategy.

  • 1. Define Core Values

    We’ll start by helping you define the Core Values of your organization, and use these to guide everything that you create.

  • 2. Define WHY you're creating marketing strategy

    We’ll then clarify EXACTLY what you would like to achieve in working with The Value Plan.  By doing this early, I’ll help you avoid countless wasted hours of focusing your efforts on the wrong results.

  • 3. Define your BEST Customers

    While there are many possible customers that you could serve, focusing on the most important ones, that I call the Lightning Rod Target Customer (LRTC) will help you generate much higher levels of value.

  • 4. Define the most important Problem to solve

    We’ll then move to defining the most important shared problem that will help you best serve your LRTC, while also accomplishing your organizations goals.

  • 5. Become and Expert in the situation

    I’ll introduce you to Question Trees and Value System Maps as tools to help you become an expert in the Problem that you’ve chosen to focus upon, and its current competitive solutions.

  • 6. Define the Competition

    I’ll help you to understand the competition from your customer’s viewpoint, and what they consider “good enough” to solve their problems, opening up new opportunities for better solutions from you and your organization.

  • 7. Set your benchmarks for Success

    We’ll then focus on setting S.M.A.R.T. Objectives that will define the benchmarks that you use to judge your success (or failure) as you roll out your marketing strategy and value-creation efforts.

  • 8. Create Compelling Strategic Options

    Using the idea of OODA Loops, you’ll define 3-5 possible options to achieve your objectives, each offering a higher level of return .

  • 9. Define Your Strategy & Value Proposition

    We’ll then walk through the process for choosing your best possible strategy, and formulate a plan to test this to get quick and actionable results.

  • 10. Learn to Embrace L.M.A.R.

    L.M.A.R. stands for Launch, Monitor, Analyze and Revise, and is part of the upcycle of constant testing, learning and improvement. No one can guarantee that your first strategy will be a success, but with the L.M.A.R. mindset, you’ll leverage the power of OODA Loops to ultimately achieve success and generate unprecedented levels of new value.

To help you accomplish this, The Value Plan Master Class includes:

30+ Short, to-the-point videos to guide you

Each chapter of The Value Plan Master Class is accompanied by a short 3-5 minute video that walks through the key points from each chapter, and whenever there's a worksheet or tool, gives clear examples of how to use these as well.  Each video is a synthesis of the key lessons outlined in each specific chapter from The Value Plan book.

Multiple Ways to Learn

You don't always have time to sit down and watch a video to understand the things you'll need to do. Each chapter comes in an audio format and a transcription. There are also completion guides, that track how far you've come, and how you're progressing through the content.

Full Color Worksheets and Toolkits

Each chapter in Section 3 of The Online Master Class comes with its own full-color worksheet that you can print and use to guide you throughout your brainstorming and value-creation efforts.  I've prepared three of these for you here in this Free Mini-course to guide your customer discovery efforts!

If you're ready to create the BEST possible marketing strategy and generate the HIGHEST possible levels of value for your customers, organization, employees, partners, society and the planet, then The Value Plan Online Master Class was created just for you!

Use this membership sign-up form below to gain access to the full online Master Class for The Value Plan that will help you and your organization walk through the entire Value Plan process, and find new and innovative ways to create value for your customers, organization, employees, partners, society and the planet.

$197 USD / One Time ( for lifetime access, non-recurring, no trial )
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