Introduction:
A perspective is a specific way that you can choose to look at the world. An offering is a specific solution that you sell in a specific market. When you choose to look at the world through the lens of the offering perspective you see, share and do what matters now.
Definition of an Offering:
A solution is a specific product, service or combination of both.
A market is a specific customer and your relevant competition.
A customer is a population with similar preferences in a specific region.
The competition is the set of alternatives that a customer can choose from.
A winning offering has two goals. First, it must create value. If a customer pays for your offering, then you know it creates value. Second, your offering must succeed. If it meets your expectations, then you know your offering is a success. In other words, to win you must create value in a successful way. This is how you produce the best possible offering.
The Seven Principles of the Offering Perspective:
1. Offerings are the way you create value.
- Offerings are the bridge between you and customers.
- To create value your offerings need to keep their promises.
2. Offerings are the way you succeed.
- Success is defined by your expectations.
- Success has three components: viability, aesthetics and ethics.
3. Offerings make promises.
- A value proposition is a set of promises that define how you create value.
- Some promises matter and some don’t.
4. The best possible offerings focus on one promise.
- The less you promise, the more likely you will succeed.
- The more you promise, the more likely you will fail.
5. Offerings have value propositions, companies don’t.
- The perception of a company is the aggregate perception of its offerings.
- Successful companies have offerings that create value in an aligned way.
6. Differentiation is winning the way you want to win.
- The way you create value must be aligned with customer preferences.
- Customers must see that you are better than the competition.
- You must be better in a way that is aligned with your value proposition.
7. Change leads to confusion, contradiction and ambiguity in your offering.
- Confusion means you are not sure the people that matter understand your offering.
- Contradiction means you are not sure your offering can create value or succeed.
- Ambiguity means you are not sure what to do to create the best possible offering.
Conclusion:
Offerings are the way that you create value and succeed. When you make the choice to look at the world through the lens of the offering perspective you see, share and do what matters now. Specifically, you know what it takes to produce the best possible offering.
