Discovering Product + Service Value with Disruptive Thinking

Developing a compelling value proposition for customer engagement and competitive advantage

Your value proposition is the beating heart of your business opportunity -- it connects your unique capabilities with the unique needs of your customers.

Identifying and resolving opposing forces is a uniquely powerful method for developing a compelling value proposition that engages your customers and defeats your competitors. Opposing forces act as a "crucible" to deliver previously un-seen value and solve previously un-met needs. The most elusive aspect of solving the creative tension between a set of opposing forces isn't actually solving the contradiction -- it is identifying and defining the opposing forces. Many contradictions are "hidden in plain sight" -- because they are too subtle to be seen or, more frequently, because we have become conditioned to accepting the creative tension.

We will explore some contradictions that have been solved for significant business advantage; we will also explore some contradictions that remain un-solved. We will briefly consider practical methods for identifying opposing forces.

• Design
• Startups