Money, Money, Money. No. I am not talking about money nor how much things cost but instead, in simple terms, about perception. And because people pay a premium for positive perception.
We continually focus our clients' minds on creating value, something which their audience will perceive through thoughts and feelings about the brand, the design of the ‘something new’ and the quality of ‘everything else they touch’ (again, think product / service / experience).
Value comes from successfully orchestrating many disparate elements into a harmonious whole. It’s about a client's values as well as things like the provenance of materials, authentic attitudes, genuine ethical stance etc. and not least, how well their Value Proposition is seated within their wider Business Model.
The focus has to be on optimising the perception of value presented at an appropriate price. Value Propositions should be revisited regularly to deliver on-going value because, at the end of the day, value sells and perceptions change.