In this third session, to set the scene for developing a fit-for-purpose value proposition, we need to get inside the mind of the customer and see our offerings from their - unique and invariably different - perspectives.

Where value as a benefit for a firm is, by comparison, almost childishly simple, customer value is a particular type of benefit that is not only utterly subjective, but entirely contingent upon context and usage that, if not practically then certainly theoretically, change every second for every potential customer.

Consciously or otherwise, each customer brings their own personal and circumstantial criteria to meet the firm’s proposition.