A Question of Value

"What's the value-add?" "I just want to add some value." This question and comment are ubiquitous in business conversations all over the world, and are abstract enough that they apply to myriad customer situations and interactions. When you hear these questions/comments, you should then ask: How do you define value? What does it mean to "add value?" How do you know if you're successful? And finally, what do you do if you know that the value attributes are changing and/or migrating?   Read more

MarketingProfs.com, Michael Perla, October 1, 2002