The lingering pandemic, the Ukraine war, supply chain problems and inflation has all types of organizations reviewing their “value” proposition. The idea of an explicit contract in B2B and an implicit contract in B2C used to involve fewer parties. If there was a serious dispute there was arbitration, courts or government regulators who would step in and try to sort things out. No longer true in the world of instant social media. Think of Elon Musk’s Twitter purchase situation.
For everyday business it’s simply keeping your promises to your customers. To be fair, our experience is that Elon Musk is pretty good with Tesla in keeping customer promises. No matter how the Twitter acquisition plays out.
Since marketing is about customer value, it’s important to clarify the idea of value proposition in these challenging times: