Corporate Explorer Fieldbook

CHAPTER 10Value Propositions: Using Value Flows and Design Criteria Maps to Create Customer Delight

George Glackin

INSIGHT TO DELIGHT

Corporate Explorers face multiple challenges when bringing a business opportunity to market. They must identify a market insight and craft an opportunity story about how this insight will dramatically transform or expand the company's business. They must persuade colleagues and management to follow them in developing and launching this opportunity. And they must truly delight the customers they intend to serve. In this chapter, we will explore how to use value flows and design‐criteria maps as best practices to develop a delightful value proposition. We'll also learn from the Swiffer Wet Jet case study.

An aspiring Corporate Explorer often starts with an insight that can dramatically transform or expand a company's business. Bringing this insight to life, enlisting the support of colleagues and company leaders, becomes their personal ambition. They embark on in‐depth customer discovery work to validate their insight and prepare to start the hard work of incubation. The critical first step of this work is developing a value proposition with the potential to truly delight the customer. They need to know what will make the customer see the solution as a “hero” that transforms their daily routines.

The Corporate Explorers should start work on the value proposition with skepticism about their own experience. It is good and useful to have personal ...