In my recent post Surfing the value waves I mentioned having purchased an iPad. Here’s the value calculation that drove me to buy it.  Of course it’s cool and fun—but does it make economic sense? It first occurred to me in discussions with my wife—who wants a big, flat, thin TV like all our friends have—that [...]

One recent Tuesday (June 29th) first thing I got a very excited e-mail from my marketing colleague and friend Professor Plum.  “Did you see the thing in the [NY] Times about the Russian spies who were arrested?”  (Indeed, I had read it earlier with great interest.)  “I know one of those guys, Don Heathfield…he works [...]

Picture in your mind your organization’s typical customer or client.  Now picture the moment that customer purchases your product (or service).  Each transaction with that customer is preceded by some calculation—whether rigorous or informal— that your product is “worth it” compared to alternative solutions.  This worth-it-ness is called your product’s value proposition. The sum of each [...]