Value is not what we think it is. Or what we think it should be.
Value is what our customers think it is. And their family, friends & coworkers. And our partners. And our suppliers. And maybe the people in the community we work & live in. And maybe the public at large.
We can only propose our view of value to our counterparts, we can’t mandate it.
When we learn that, say, our customers don’t value what we propose, we can learn what they truly value and perhaps change our proposition accordingly. Or we can try to find customers who value our proposition.
Or we can be frustrated about our counterparts who just don’t get it.
One of these approaches will definitely not make a difference.