Introduction:
Offering focus is knowing what matters for the best possible offering. Knowing what matters means that you see what matters, share what matters and do what matters.
Offering Focus Fundamentals:
Before diving into the Creation of Offering Focus, there are three key concepts we need to review from Offering Focus – Part I: Fundamentals of Offering Focus.
Offering refers to a specific solution you offer in a specific market.
Offering focus requires you to understand the current situation (context) and choose actions that matter (priority) so that you know what matters right now.
Nothing matters more than your offering. It’s how you create value and succeed.
Offering Focus Approach:
Offering Focus has two parts: value proposition focus and market focus.
Value Proposition Focus:
A value proposition is a set of promises that defines how your offering will create value for your customer. Some of your offering’s promises matter and some don’t.
Value Proposition Focus has three components: main promise context, full promise context and value proposition priority. Each of these components has a specific purpose.
Main Promise Context is the first component of value proposition focus. The purpose of main promise context is understanding your offering’s most important promise.
Full Promise Context is the second component of value proposition focus. The purpose of full promise context is understanding which of your offering’s promises matter and which don’t.
Value Proposition Priority is the third component of value proposition focus. The purpose of value proposition priority is choosing actions for a clear value proposition.
Market Focus:
Market refers to a specific customer and the relevant competition.
Market Focus has three components: customer context, competition context and market priority. Each of these components has a specific purpose.
Customer Context is the first component of market focus. The purpose of customer context is understanding the promises that matter most to your customer.
Competition Context is the second component of market focus. The purpose of competition context is understanding the promises that matter most to differentiate your offering from the competition.
Market Priority is the third component of market focus. The purpose of market priority is choosing actions for your offering to succeed in the market.
Conclusion:
Offering Focus means knowing what matters now for the best possible offering. When you create offering focus, you know what matters most for your offering to have a clear value proposition and succeed in the market. To know what matters feels good.
