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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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33. Finding New Value: Part Deux

You now have an idea of the areas prevalent in your industry that are irrelevant or add minimal value. You have also identified the areas where you can create and promote value to customers, and do it in ways that no one else in your industry has yet discovered.

In this chapter, you will map four new areas against the job customers hire your product or service to do for them. You will explore broadening your audience of buyers, adding new experiences, leveraging trends, and looking for new ways to deliver the solution to buyers. The goal of this exercise is to find new ways to study what customers want. The difference between this and what competitors provide is the opportunity to provide new value and compete ...

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