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The Value Trail
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Marc Sansó
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How to Effectively Understand, Deploy
and Monitor Successful Business Models
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© Copyrighted Material
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Preface
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According to the American Association of Advertising Agencies (2007), a typical
American adult is exposed, on average, to around 600 advertisements per day
in various forms. In 2012, the advertising expenditure of companies worldwide
exceeded $450 billion (McKinsey & Company, 2012). In 2013, spam email
accounted for an average of 77 percent of all email sent worldwide, and that was a
downward trend (Cyren, 2014).
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As consumers, we are completely overwhelmed—living in an environment in
which supply massively outstrips demand. While companies keep on spending
more and more money trying to grab our attention, firstly, and convince us to buy
their products and stay with them, secondly, a central issue for most managers is
how to capture customer insights and use them to deliver outstanding products and
services that encompass an irresistible charm for the customer with a profitable
business model.
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In this harsh environment, value stands as the ultimate trade-off between
customers and companies. The former expect value for their money, the latter are
keen to be perceived as valuable. Today, far from old product-based approaches
to competition, value propositions must be understood from the customer
perspective.
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The situation is the same for both start-ups and for big and consolidated companies—
their value proposition must be critically assessed on a permanent basis. To do this,
it is mandatory to fully understand how value is generated, transmitted through the
entire business chain and perceived by the customer.
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Understanding value involves considering it as an overarching element of the
global process of strategic planning and deployment. From the grassroots of
competitive analysis, which enables a deep understanding of business dynamics,
to the definition of a brand new methodology to monitor company performance,
over the creation of a solid competitive model, it’s all about value.
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The Value Trail
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So this is a book about competitive analysis, strategy planning and execution,
yes—but, above everything, it’s about how to become valuable.
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Let us begin.
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