B.D. Dalton II emphasizes in his article that the true value of a product is not merely its immediate function, but rather the downstream impact it has on customers' lives. He illustrates this with the example of a coffee cup's stopper, a seemingly trivial accessory that prevents spills and enhances the drinker's experience. Dalton argues that businesses often overlook this essential perspective, focusing too much on product features instead of their broader effects on customer confidence and satisfaction. By recognizing and communicating this value, companies can improve pricing strategies and customer retention.
A business's value add is rarely the thing it sells; it's instead what happens down the chain because of it.
The value isn't stopping coffee from spilling. It's protecting confidence and controlling perception.
Most businesses completely miss the reality that their real value is in their downstream effect.
Understanding your true value add can transform pricing discussions, retention rates, and referrals.
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