{"id":72,"date":"2019-07-03T14:51:20","date_gmt":"2019-07-03T14:51:20","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/outcome-value-proposition-examples\/"},"modified":"2019-07-03T14:51:20","modified_gmt":"2019-07-03T14:51:20","slug":"outcome-value-proposition-examples","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/outcome-value-proposition-examples\/","title":{"raw":"Outcome: Evaluating Value Proposition Examples","rendered":"Outcome: Evaluating Value Proposition Examples"},"content":{"raw":"\n<h2>What you'll learn to do: evaluate&nbsp;examples of value propositions<\/h2>\nIf you were asked to evaluate the solution&nbsp;to&nbsp;an easy&nbsp;math problem, such as 24 + 17 = 45, you could&nbsp;definitely 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&nbsp;\"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&nbsp;agree). Evaluating art is akin to evaluating a value proposition\u2014it's definitely a subjective process, and others may disagree with you. That said, below&nbsp;are a few pointers&nbsp;that can help you.\n\nIt is easy to recognize&nbsp;when a value proposition is bad:\n<ul>\n\t<li>If it is so general or universal that it doesn't&nbsp;articulate unique value, then it likely&nbsp;isn't very good. (For years Tony the Tiger promoted&nbsp;Kellog's frosted flakes saying, \"They're grrrrreat!\" It's a cute catch phrase for a tiger, but it's not a value proposition.)<\/li>\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>\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>\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&nbsp;Apple'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&nbsp;can't be unique if it's&nbsp;exactly like something else.<\/li>\n<\/ul>\nIn this section, you'll get to review&nbsp;some value propositions that are quite good (in&nbsp;our view). &nbsp;As you read them,&nbsp;them think about what they are doing right and how they could be improved.\n<h3>Learning Activities<\/h3>\nThe learning activities for this section include the following:\n<ul>\n\t<li>Reading: Value Proposition Examples<\/li>\n\t<li>Video: Coffee Shop Marketing<\/li>\n\t<li>Self Check: Evaluating Value Proposition Examples<\/li>\n<\/ul>\n","rendered":"<h2>What you&#8217;ll learn to do: evaluate&nbsp;examples of value propositions<\/h2>\n<p>If you were asked to evaluate the solution&nbsp;to&nbsp;an easy&nbsp;math problem, such as 24 + 17 = 45, you could&nbsp;definitely 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&nbsp;&#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&nbsp;agree). 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&nbsp;are a few pointers&nbsp;that can help you.<\/p>\n<p>It is easy to recognize&nbsp;when a value proposition is bad:<\/p>\n<ul>\n<li>If it is so general or universal that it doesn&#8217;t&nbsp;articulate unique value, then it likely&nbsp;isn&#8217;t very good. (For years Tony the Tiger promoted&nbsp;Kellog&#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&nbsp;Apple&#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&nbsp;can&#8217;t be unique if it&#8217;s&nbsp;exactly like something else.<\/li>\n<\/ul>\n<p>In this section, you&#8217;ll get to review&nbsp;some value propositions that are quite good (in&nbsp;our view). &nbsp;As you read them,&nbsp;them 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-72\">\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":141992,"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-72","chapter","type-chapter","status-publish","hentry"],"part":63,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/72","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/users\/141992"}],"version-history":[{"count":0,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/72\/revisions"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/parts\/63"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapters\/72\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/media?parent=72"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/pressbooks\/v2\/chapter-type?post=72"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/contributor?post=72"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/wp-json\/wp\/v2\/license?post=72"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}