Tag Archives: Solution Marketing Lessons

The Value of Value

By Steve Robins

Value is Key to Solution Marketing

You might think that the most important aspect of marketing a solution would be what goes into it.  What goes into a solution are just a bunch of pieces, products, or components.  But value is about the benefit and cost of those components to the user or buyer.

Value is equal to the difference between perceived benefit and total cost

More specifically, value is equal to the difference between (1) the benefit as perceived by the user and (2) the total cost of the solution.  By perception I mean that the user or buyer must appreciate and want the resulting benefit.  In fact, if they don’t perceive it as a benefit to them, it’s not a benefit but is instead just a useless feature.

Value is interesting in many ways, some of which are counterintuitive and not so obvious.  Following are a few important examples – both obvious and not so obvious. Continue reading


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Filed under Case Studies, Solution Marketing, Solution Marketing Strategy, The Solution Marketing Blog, Value, Value

Typewriters, Secretaries and Solution Marketing Lessons

By Steve Robins

As I mentioned in Part I, Secretaries, Typewriters and Solutions, secretaries and typewriters are part of a solution.  Following are a few lessons:

#1: Problems change slowly; solutions evolve quickly

As I already mentioned, business problems (creating final communications) remain relatively constant while solutions – the way of solving the problem – change at a faster pace. Continue reading


Filed under Solution, Solution Marketing