Value vs Benefit.
Which is Better?
The critical misconception derailing your business transformation—and how to fix it.
Are you confused about whether your business transformation should focus on the internal Benefits your business plans to realise, or the external Value your customers expect? Getting this wrong is exactly why so many transformations fail to deliver their intended outcomes. Download our free eBook by Heath Gascoigne to uncover the ideal approach to business transformations.
Download the Free eBook Now
The Problem
The Transformation Industry is Focused on the Wrong Metric
The biggest misconception in the industry today is that Business Transformations must focus on delivering “Value”.
Here is the hard truth: Value actually means nothing to the Business, and everything to the Customer. Value is a highly subjective marketing term—it is the perceived benefit of a product or service in the eye of the buyer. When executives and Business Transformators focus solely on Value, they ignore the foundational internal changes required to actually run the business.
If you are aiming to deliver “Value” through your transformation, you are setting your employees up for failure and misalignment.
The Core Difference
Understanding Value vs. Business Benefits
To understand where to focus, you have to separate what marketing does from what transformation does. Think of the classic iPod:
The Benefit:
“Storage for 1GB of MP3s.” A measurable feature and a great technical achievement that project staff worked hard to deliver.
The Value:
“1,000 songs in your pocket.” The perceived worth that the customer understands and is willing to pay for.
In business transformation, Business Benefits are the tangible results achieved from enhancements in systems, processes, technology, and people. Value on its own doesn’t mean much to your employees, but Business Benefits give them the operational tools they need to succeed.
A successful Business Transformation must focus on achieving Business Benefits that employees can take advantage of—so that they can deliver Value to the Customers.
Why You Need This
Turn Your Target Operating Model Into a Reality
If you want to move away from subjective marketing metrics and start delivering measurable changes, this eBook is your essential guide. Inside, you will discover the exact relationship between Business Changes, Benefits Realisation, and Strategic Objectives.
The Danger of “Value”
Why Value is relative to your competition and should be left to your marketing department.
The HOBA Approach
How focusing on Business Benefits (innovated processes and enhanced speed) empowers your employees to work more efficiently.
The Ripple Effect
How achieving internal Business Benefits naturally attracts customers by indirectly creating the exact “Value” they are willing to pay for.
Actionable Blueprints
Access valuable frameworks to help you seamlessly transition your organisation from its current state to a highly improved future state.
Transformations don’t have to be a struggle. When you follow this radical approach, it is a win-win for everyone—from your internal staff to your external customers.
Ready to Join the 30% of Transformations That Actually Succeed?
Stop leaving your business transformation up to subjective metrics. Learn how to implement your changes effectively, systematically, and successfully.
By Heath Gascoigne, Founder of HOBA TECH and creator of the 6-Week Agile Transformation Accelerator.