ValuClarity

Times have made this episode's topic more important than ever.

Lisa Levy has combined project management with change management...with continuous improvement disciplines to help her clients build a critical business capability: corporate agility. She calls it Adaptive Transformation, and is about to launch a book...to go with her successful consulting practice, LCubed Consulting.

We talk about the general need for corporate agility, but go into applying it to quarantines, working virtually, and tease the most important thing you can do: understand your customer value -- then build your strategy and processes around that.

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I'm the guest on this episode, interviewed by Kelly Cordes in Minneapolis. We go through why I wrote the book, and a thumbnail of what's in it.

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Bill Higgs, former Ranger and founder of Mustang Engineering, talks two sides of the same coin: leadership and culture. We discuss his experience with culture, his seven step process for building a culture (from his book, Culture Code Champions), that customer value is the reason business exists, and the importance of using customer value as your "where" alongside your leadership/culture "how".

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Mark Stiving of Impact Pricing and the Impact Pricing podcast and I talk about value-based pricing. We agree on how important it is for sales, marketing, and product management organization to have a coordinated approach to building value in the customer's mind, so that a value-based price is possible

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We talk about how customer value and customer experience are intertwined. I ask JJ to react to my customer experience classification system.

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Stories are getting big in the sales world...but why, and how can you get those benefits? And what else can you use stories for. Bonnie Harvey and Michael Houlihan built Barefoot wines into the world's largest wine brand, by building a culture focusing everyone at Barefoot on value; on the customer. They have started a venture focusing on using the best in storytelling to help companies build the right culture.

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Companies have formed silos to help them perform their operations more efficiently and effectively, but that siloed structure often fails organizations trying to execute major buying decisions. Sales organizations need to be effective guides, saving their prospects from their own dysfunctions.

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Value propositions are a monolithic statement in a world that requires personalization.

Value messaging is telling, not selling.

Value networks help companies build a suite of value hypotheses tuned to individual buying personas

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Myth 1: Price should be calcuated from your costs

Myth 2: Dropping price will increase demand

Myth 3: Price is just another feature

Myth 4: You can "Make it Up On Volume"

Myth 5: There's Such a Thing as Limited-time Discount

Bonus Myth 6: When a Customer Says "Your Price is Too High", believe it.

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Our First Episode! What the ValuClarity Podcast is all about, and why we're here. First order of business: define value...the same as customer-perceived value, because value doesn't come in any other flavors.

Special thanks to Craig Theorin for the theme music: The Know Value Blues.

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