Starting a business is betting your livelihood on a value proposition you believe is significant. Given that, it’s surprising how few startups take the time to make their core hypothesis explicit in the form of a written and agreed-upon positioning s…
Tonight, Principal Mike Troiano will be speaking as part of the Third Annual CEO Roundtable, held by the Harvard Business School Association of Boston. The panel includes five dynamic leaders who will share their ideas, challenges, and strategies in today’s new economy. They will discuss what it takes to build a powerful value proposition, dominate…
Image by toml1959 via Flickr Twenty years ago the shelf life of relevancy was at least a good ten years. If you had a product or service offering that carried even a mildly distinct and relevant value proposition it was virtually guaranteed to produce healthy profits, loyal customers, and decent top-line growth for a decade or…
Big fan of TED, and LOVED this talk by Rory Sutherland of Ogilvy: Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value — and his conclusion…