The Value Story

For some, value means quantity. Costco hopes you’re someone who’d buy 8 for the price of 5 rather than 1 for the price of 1. 

For some, value means the price tag. Aldi hopes you’re someone who’d buy the off-brand for $1 cheaper than the name-brand. 

For some, value means brand. Outlet malls hope you’re someone who’d rather buy the odd color with the logo than pay retail for the popular color. 

For some, value means convenience. Amazon hopes you’re someone who’d rather shop online than brave the traffic. 

For some, value means craftsmanship. Mercedes hopes you’re someone who’d pay a little more for German engineering. 

For some, value means uniqueness. Christie’s hopes you’re someone who’d pay for a one-of-a-kind.

For some, value means local. The farm stand hopes you’re someone who’d rather buy it from the person who created/grew it.

For some, value means status. Rolex hopes you’re someone who’d pay extra for the signal. 

For some, value means ideological alignment. Patagonia hopes you’re someone who chooses sustainability. 

For some, value means “my boss will be happy with the choice I made.” Salesforce hopes you’re someone who wants to impress the boss. 

As a consumer, I’m sure you can find yourself in these stories. I can. 

If you’re also a product developer, distributor, or sales channel, you’re gonna want to know the story you tell about value. 

Because value is a story.