{"id":129,"date":"2015-08-28T21:32:33","date_gmt":"2015-08-28T21:32:33","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=129"},"modified":"2016-02-18T17:01:20","modified_gmt":"2016-02-18T17:01:20","slug":"outcome-value-proposition-examples","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/chapter\/outcome-value-proposition-examples\/","title":{"raw":"Outcome: Evaluating Value Proposition Examples","rendered":"Outcome: Evaluating Value Proposition Examples"},"content":{"raw":"<h2>What you'll learn to do: evaluate\u00a0examples of value propositions<\/h2>\r\nIf you were asked to evaluate the solution\u00a0to\u00a0an easy\u00a0math problem, such as 24 + 17 = 45, you could\u00a0definitely say whether it's right or wrong. If, on the other hand, you were asked to evaluate a painting by a modern artist and judge it\u00a0\"good\" or \"bad,\" you would have to make a judgment based on your own preferences and, perhaps, after reading some reviews by experts or others (who probably wouldn't\u00a0agree). Evaluating art is akin to evaluating a value proposition\u2014it's definitely a subjective process, and others may disagree with you. That said, below\u00a0are a few pointers\u00a0that can help you.\r\n\r\nIt is easy to recognize\u00a0when a value proposition is bad:\r\n<ul>\r\n\t<li>If it is so general or universal that it doesn't\u00a0articulate unique value, then it likely\u00a0isn't very good. (For years Tony the Tiger promoted\u00a0Kellog's frosted flakes saying, \"They're grrrrreat!\" It's a cute catch phrase for a tiger, but it's not a value proposition.)<\/li>\r\n\t<li>If a value proposition has so many words that you need to read it twice\u2014or worse, you stop reading and move on\u2014then it's bad. As noted in the <a href=\"http:\/\/www.quicksprout.com\/2014\/12\/03\/how-to-write-a-great-value-proposition\/\">Quick Sprout<\/a> infographic from the previous reading, it should take five seconds or less to read a value proposition.<\/li>\r\n\t<li>If the value proposition does not provide clarity about the offering to the target market, then it isn't providing value. The target customer should understand exactly what is promised.<\/li>\r\n\t<li>If the value proposition for an offering mimics the value proposition of a competitive offering, it isn't good. In the technology industry, many critics have poked fun at Microsoft for imitating\u00a0Apple's simple marketing language and presentation style. No matter how compelling the value proposition for an offering is, copying it for a competitive offering doesn't make sense or work. An offering\u00a0can't be unique if it's\u00a0exactly like something else.<\/li>\r\n<\/ul>\r\nIn this section, you'll get to review\u00a0some value propositions that are quite good (in\u00a0our view). \u00a0As you read them,\u00a0them think about what they are doing right and how they could be improved.\r\n<h3>Learning Activities<\/h3>\r\nThe learning activities for this section include the following:\r\n<ul>\r\n\t<li>Reading: Value Proposition Examples<\/li>\r\n\t<li>Video: Coffee Shop Marketing<\/li>\r\n\t<li>Self Check: Evaluating Value Proposition Examples<\/li>\r\n<\/ul>","rendered":"<h2>What you&#8217;ll learn to do: evaluate\u00a0examples of value propositions<\/h2>\n<p>If you were asked to evaluate the solution\u00a0to\u00a0an easy\u00a0math problem, such as 24 + 17 = 45, you could\u00a0definitely say whether it&#8217;s right or wrong. If, on the other hand, you were asked to evaluate a painting by a modern artist and judge it\u00a0&#8220;good&#8221; or &#8220;bad,&#8221; you would have to make a judgment based on your own preferences and, perhaps, after reading some reviews by experts or others (who probably wouldn&#8217;t\u00a0agree). Evaluating art is akin to evaluating a value proposition\u2014it&#8217;s definitely a subjective process, and others may disagree with you. That said, below\u00a0are a few pointers\u00a0that can help you.<\/p>\n<p>It is easy to recognize\u00a0when a value proposition is bad:<\/p>\n<ul>\n<li>If it is so general or universal that it doesn&#8217;t\u00a0articulate unique value, then it likely\u00a0isn&#8217;t very good. (For years Tony the Tiger promoted\u00a0Kellog&#8217;s frosted flakes saying, &#8220;They&#8217;re grrrrreat!&#8221; It&#8217;s a cute catch phrase for a tiger, but it&#8217;s not a value proposition.)<\/li>\n<li>If a value proposition has so many words that you need to read it twice\u2014or worse, you stop reading and move on\u2014then it&#8217;s bad. As noted in the <a href=\"http:\/\/www.quicksprout.com\/2014\/12\/03\/how-to-write-a-great-value-proposition\/\">Quick Sprout<\/a> infographic from the previous reading, it should take five seconds or less to read a value proposition.<\/li>\n<li>If the value proposition does not provide clarity about the offering to the target market, then it isn&#8217;t providing value. The target customer should understand exactly what is promised.<\/li>\n<li>If the value proposition for an offering mimics the value proposition of a competitive offering, it isn&#8217;t good. In the technology industry, many critics have poked fun at Microsoft for imitating\u00a0Apple&#8217;s simple marketing language and presentation style. No matter how compelling the value proposition for an offering is, copying it for a competitive offering doesn&#8217;t make sense or work. An offering\u00a0can&#8217;t be unique if it&#8217;s\u00a0exactly like something else.<\/li>\n<\/ul>\n<p>In this section, you&#8217;ll get to review\u00a0some value propositions that are quite good (in\u00a0our view). \u00a0As you read them,\u00a0them think about what they are doing right and how they could be improved.<\/p>\n<h3>Learning Activities<\/h3>\n<p>The learning activities for this section include the following:<\/p>\n<ul>\n<li>Reading: Value Proposition Examples<\/li>\n<li>Video: Coffee Shop Marketing<\/li>\n<li>Self Check: Evaluating Value Proposition Examples<\/li>\n<\/ul>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-129\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Outcome: Evaluating Value Proposition Examples. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section>","protected":false},"author":923,"menu_order":9,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Outcome: Evaluating Value Proposition Examples\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"5ffc727b-5d8d-42b0-ac62-9404f1e15b3e","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-129","chapter","type-chapter","status-publish","hentry"],"part":45,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/users\/923"}],"version-history":[{"count":11,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/129\/revisions"}],"predecessor-version":[{"id":3841,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/129\/revisions\/3841"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/parts\/45"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapters\/129\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/media?parent=129"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=129"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/contributor?post=129"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/clinton-marketing\/wp-json\/wp\/v2\/license?post=129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}