The very premise of what we know and do is changing. We need to realize that following the USP model and digitizing existing products and services through our current lens might not work in the long-term. With the evolving role of the consumer now interacting within a connected network of companies and other individuals to co-create value, value won’t necessarily be embedded in products and services, rather the products serve as an anchor by which compelling individual experiences are created.

1. IT'S TIME TO RETHINK THE VALUE PROPOSITION

2. 88% of companies are undergoing a digital transformation

3. DIGITAL IS NOT SLOWING DOWN fueling the next generation of disruptors across their industries and markets.

4. Could digitization BE just the first stop on a greater journey of adapting to the change?

5. THE CHANGE THAT'S OCCURING HAS A LOT TO DO WITH THE WAY BUSINESSES CREATE AND CAPTURE VALUE

6. THE VERY FOUNDATIONAL PRINCIPLES THAT MANY COMPANIES HAVE BEEN BUILT ON

7. are being challenged EVERY DAY

8. IN TRADITIONAL PRODUCTS & SERVICES COMPANIES CREATING VALUE =

9. IDENTIFYING CUSTOMER NEEDS + DESIGNING SOLUTION FOR THOSE NEEDS

10. IN A CONNECTED ECONOMY VALUE CAN BE CO-CREATED IN SO MANY DIFFERENT WAYS

11. MOVING CONSUMERS FROM PASSIVE RECIPIENTS TO ACTIVE CO-CREATORS OF VALUE

12. COnsider Uber

13. The 'job to be done' for a taxi is getting from point a to point b

14. The Value is limited to getting a passenger to their destination in a more convenient way over comparable options

15. uber builds on this context and allows consumers to co-create their experience

16. choose your price and style ECONOMIC VALUE: black suv or carpool?

17. choose your driver VALUE IN safety and effeciency

18. and even more tailored experiences WIFI, FLOWERS... ENDLESS POSSIBILITIES

19. that's value co-creation

20. "One and done" as we move from

21. into connected services companies must evolve

22. slowly however, they are evolving too

23. DROWINING in a sea of messages using the same-old propositions THAT ARE

24. part of the reason IS that since the 60's, we've used the same concept

25. THE USP UNIQUE SELLING PROPOSITION

26. invented by rosser reeves, an ad agency chairman

27. the USP IS BASED ON 3 key things

28. "buy this product and get this benefit" 1 - makes a proposition to the consumer

29. cannot or does not do or claim 2 - must be a proposition that the competition

30. mass millions 3 - it must be strong to move

31. THE USP IS STILL AT THE CUSP OF MODERN DAY MARKETING

32. BUT THE WORLD HAS CHANGED

33. value is not necessirly embbedd in products anymore

34. the consumer is now interacting within a connected network of companies

35. WE are no longer passive consumers of offerings

36. WE are active contributors to value creation

37. for businesses this represents a mindset shift

38. that goes way beyond just digitization

39. welcome to a world

40. that is rapidly shifting

41. from a one-way transaction

42. TO a reciprocal relationship

43. where both parties help each other and help each other help each other

44. we need to think bigger way beyond usp

45. and right into a world where value gets co-created

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