Why is it time to redefine the “UVP”?
In theory, the Unique Value Proposition of any company reflects how a particular product or service delivers value.
The UVP typically maps to the end customer in one or more ways:
- Enhancing the quality of life (B to C companies)
- Helping companies drive revenue more effectively (B to B companies)
- Helping companies cut down cost (B to B companies)
While it is not uncommon for the UVP to impact multiple aspects of a company the perceived impact of the UVP to the business is often tied to the decision maker’s view of the business.
Different customer types are likely to respond to different benefits and outcomes.
This means that a single UVP statement is most likely NOT going to be able to appeal to each and every customer within your target market.