This blog is dedicated to observations about transformational value offerings. What's a transformational value offering, you ask? Basically, transformational value offerings describe value creation contexts in which the client is the product. Individuals (clients) seek transformational value offerings because they aspire to change who they are in some way. Your role, as transformation enabler, is to guide individuals along the path toward their aspired transformational goal. WeightWatchers(tm) exemplifies a transformational value offering. Higher (and lower) education is another variety of transformational value offering.
Why transformational value offerings? Pine and Gilmore's (1999) value progression map affords a concise rationale. Because transformations are customized for each client, they deliver exactly the value the client seeks. As is typical for differentiated value offerings, clients will pay a premium to be transformed. In short, transformation value offerings can be very profitable.
Another reason to understand transformation value offerings is this: transformational value offerings can make competitors of businesses or industries that you don't currently monitor consider relevant to your competitive space. You may find your value offering suddenly rendered a commodity, with the resulting profit-deflating downward pricing pressures.
Getting the picture?
The question you must be asking is: "How can I morph my current value offering of goods, services, or experiences, into a transformation value offering?" This blog will explore examples of companies that are doing just that. I will also explore pathways for developing and delivering transformation value offerings.
Hang on, it should be a fun ride!
--REK
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