Value Proposition Design: How to Create Products and Services Customers Want

2.6Designing in Established Organizations

Adopt the Right Attitude to Invent or Improve

Existing organizations need to improve existing value propositions and create new ones proactively. Make sure you understand on which end of the spectrum you are at the beginning of a particular project, because each requires a different attitude and process. Great companies will have a balanced portfolio of projects covering the entire spectrum from improve to invent.

invent		improve
Objective	Design new value propositions regardless of the potential constraints given by existing value propositions and business models (although leadership may define other constraints).	Improve your existing value proposition(s) without radically changing or affecting the underlying business model(s).
Helps With	Proactive bet on the future Take on a crisis Emergence of a game-changing technology, regulation, etc. Response to a disruptive value proposition of a competitor	Renew outdated products and services. Ensure or maintain fit. Improve profit potential or cost structure. Keep growth going. Address customer complaints.
Financial Goals	At least 50 percent annual revenue growth (caveat: ...