An offering without connection
Many organisations formulate their offering from their own product or service, instead of from the target group they want to serve. Elements such as price, service and communication are then set up separately, without together forming one convincing whole. The result is a proposition that looks complete on paper, but in practice does not match what the customer actually needs. That also means no real value is created, because value only appears at the moment the customer uses the offering. Without that starting point a proposition stays an internal story instead of an offering that lands.
From target group to a coherent offering
We always start from the target group and the needs underneath it, not from the existing offering. From there we work the proposition out along several elements, from products and services to price, service, brand, customer journey and distribution. Those elements only become a strong proposition once they connect and together form one experience for the customer. In doing so we apply the idea of value-in-use: value is not created in the proposition itself, but at the moment the customer actually uses it. Where relevant we use a Pressure Cooker or Serious Game for this, to arrive at a sharp and coherent proposition together with the organisation quickly.
A proposition that lands
The result is a coherent proposition, in which all elements connect to each other and jointly connect to the target group. Not loose choices on price, service or communication, but one convincing whole. That proposition is not only described internally, but tested against what genuinely delivers value for the customer in use. So the organisation knows not only what it offers, but also why this lands with the target group. That forms the starting point for the next step, such as market development or tactical set-up.
