sexta-feira, fevereiro 19, 2010
A importância da proposta de valor
Ontem no Jornal de Negócios encontrei este artigo "Até onde deve ir a inovação?"
Interrogo-me se o autor não estará a confundir proposta de valor com o produto.
A propósito deste tema chamo a atenção para os trechos que se seguem, retirados do fabuloso livro "Delivering Profitable Value - A Revolutionary Framework to Accelerate Growth, Generate Wealth, and Rediscover the Heart of Business" de Michael Lanning:
"An often-told tale is Sony's defeat by Victor in the video cassette recorder (VCR) market. Sony introduced Betamax at nearly the same time that Victor introduced VHS. Most analysts say that Beta's playback picture quality was noticeably superior to that of VHS, whereas the recording picture quality of both was about equal. However, most VCR usage involved playing rented movies; recording was then only a small piece of a VCR's overall use. Yet despite Beta's sharper, clearer playback picture, VHS won handily."
"There is no mystery in VHS's victory. The superior value proposition that is actually delivered always wins the customer's preference. And if the cost to deliver that superior value proposition is sufficiently less than the revenue it produces, it generates wealth. This is not to say that the winner always has the most honorable and deserving management or the superior product or the smartest marketing department or any other factor other than the only one that ultimately counts: the superior value proposition. The consumer, much editorial to the contrary notwithstanding, simply acted rationally. They used more common sense than some of the convoluted analysis offered to explain this case."
"The question to ask is this: did Sony/Beta deliver a superior value proposition? And the answer is no, it did not. So it lost. Of course, VHS did not have a flawless value proposition. The VHS value proposition, like many winners, was a tradeoff partly superior, partly inferior, and partly equal. But in net, it was superior. The conventional, product-centric perspective sees the product, instead of the value proposition delivered, as the business. It evaluates whether the product is superior and then considers how well the product is sold, distributed, and marketed."