Quando facilito o desenvolvimento de um mapa da estratégia começo sempre pela identificação dos clientes-alvo e pela identificação, na sua linguagem, do que é que os vai fazer ficarem satisfeitos:Depois, procuro transmitir a ideia:
The central framework of this book conceives of a business as an integrated system entirely oriented around the delivery of a chosen value proposition.
That is, a business should be defined and managed as a value delivery system (VDS) rather than by the conventional model of a product-supply system.
A product-supply focus should be replaced by the deceptively simple but fundamentally different value delivery focus.
First, to discover the most valuable customer experiences, managers should use the method of systematically becoming the customer. This means to explore, observe, analyze, and redesign creatively the actual experiences potential customers do and could have. This exploration is radically different from conventional market research. Using this basic method, managers forsake traditional market segmentation in favor of systematically identifying value delivery options. Then they make a disciplined choice of which value delivery systems the organization will implement. All functions, resources, and capabilities are then developed, managed, and measured according to these designed and chosen value delivery systems."