What are the Value Propositions & Customer Value Proposition building blocks

Value Propositions are the tangible and intangible aspects of your offerings. In laymen language, Value Propositions are the demanding feature that distinguishes you from your competitors in the market. In today’s competitive world, value propositions are the sole reasons for customers to buy or services from you instead of multiple products & services of similar features are available in the market.

Customer Value Proposition is a little difficult to understand as it requires one to understand multiple nuances of customer’s like behaviors, actions, expectations, opportunities, etc. However, it is the main theory behind the existence and the survival of any businesses or organizations. For a business to have a customer value proposition, there is a set of key components that businesses need to focus, discuss and follow in order to gain and achieve success.

In order to create rock-solid customer value propositions and positioning in the market, an organization should have a clear understanding of three important building blocks:

Points-of-Parity (POP) is also referred to as all benefits. POP defines the factors of the product or services that are not unique but are shared by other product or services i.e. where you can at least match the competitors claimed best

Points-of-Differences (POD) refers to the factors of the product or services establishes differences from its competitors. Indicators of the point of difference's success would be increased customer benefit and delight

Points-of-Resonance (POR) is also referred to as Resonating focus. POR defines as to identify the one or two POD (between your and your competitor's product & services) that deliver the greatest value to the customers. POR should be of platinum standards that ease customers in decision-making.

It is very important to understand when to focus on POPs and PODs. Many times, the customer expects to focus more on POPs instead of PODs. Few situations when to emphasis between POPs and PODs