A few years ago, I facilitated a strategic innovation workshop for a swimwear manufacturer. We were trying to put together a value proposition for very occasional swimmers who don’t like to practice the sport in a pool, and whose water experience is essentially little more than paddling in the sea or sitting in a small private pool.
We started by watching videos of these swimmers, from smartphone footage taken by sales people visiting public pools around the world that had then been posted on an internal collaboration platform, along with observations from the people taking the shots about what the swimmers seemed to find most difficult.
The workshop participants clustered the individual swimmers’ pain points into a number of categories, which they ranked along two metrics. The first metric was a product of the degree of the pain and how many swimmers experienced it and the second was a measure of actionability: could a new product or service feature resolve the problem?
With this information we designed a value proposition together, using the Blue Ocean Strategy canvas approach, on which value propositions can be compared in terms of their features. The canvas had two lines, one for the company’s proposition and one for the industry standard, so that we could see how we would differ from the competition.
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Jim is president of InnoThink Group a human resources and leadership management consulting firm | Skype ID – jim.woods79 http://www.innothinkgroup.com Click here to schedule an appointment.m. He has an absolute passion for people development and are constantly refining and adapting his programs in order to ensure that they have the maximum impact on those we serve.