How to Validate Your Value Model

Value-based strategy affects everything that you do to define, create, market, and sell products. Pricing, sales training, market requirements, market segmentation, competitive positioning, roadmap development, value-based strategy affects them all. But do you know...

Your Customers Don’t Buy Technology

Maybe you’re one of the lucky ones.  Your target market overwhelmingly chooses you over the competition because of your clear technical advantage. Maybe you’re not so lucky.  Your target market overwhelmingly chooses the competition, despite your clear...

Embrace the Tension

By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There’s no way...

Capital Equipment Value Models: Part II

This is the second of a two-part series on capital equipment value models. For part I click here. In last month’s post, I explained how the economics of virtually all capital equipment purchasing decisions can be described using a value metric derived from the...