Por que é importante ter uma estratégia.

"Willingness to pay (WTP): The maximum amount a customer is willing to pay for a company's goods or services

Price: The actual price of the goods or services

Cost: The cost of the raw materials required to produce the goods or services

Willingness to sell (WTS): The lowest amount suppliers are willing to receive for raw materials, or the minimum employees are willing to earn for their work

The difference between each component represents the value created for each stakeholder. A business strategy seeks to widen these gaps, increasing the value created by the firm’s endeavors."

Relacionar com Larreché:

WTP versus Originação de valor.

Price versus Captura de valor.

Cost versus Extracção de valor.

Trecho retirado de "What Is Business Strategy & Why Is It Important?" 

Estratégia em todo lado - não é winner-take-all (parte IV)

Parte III. 

"Network effects benefit larger companies and their customers. Whoever gets to scale first will have a substantial advantage. Building a network-effects business is a mad rush. But what about the companies that are left behind? What about small firms? 

...

Are there effective strategies for companies that have a limited number of customers? Yes! There are many examples of smaller companies that compete successfully with (and sometimes even displace) larger organizations that benefit from network effects. Some of the smaller firms succeed by creating customer delight that does not reflect scale. Others find success by giving preference to one of the groups on the platform. Serving a small set of customers can also lead to stellar performance.

...

As powerful as network effects can be, it is important to remember that WTP and customer delight are the currency that ultimately counts.

...

Platforms serve multiple groups of customers, and while many create value for all groups, some choices betray the organization’s primary orientation. A travel site that sorts hotels by profit margin primarily serves the lodging industry. A site that sorts by customer reviews has the opposite orientation.

...

If yours is a small company staring at a large platform, it is always worth asking whether you might be able to create meaningful differentiation by focusing on the WTP of the group that is less favored by your competitor. Etsy found success battling the superpower that is Amazon by doing exactly that—maintaining a sharp focus on the success of its sellers.

...

Serving a Small Set of Customers

In all likelihood, this is the most counterintuitive move that platforms make when they compete against larger rivals that benefit from network effects. How can you succeed against big by being small?

...

The key insight here is that every large platform serves many different types of customers. The attraction between the types varies, however, and building a smaller platform for individuals who greatly value one another is a promising strategy.

Failing to pay attention to differences in the mutual attraction of platform participants can have grave consequences. 

...

Underdogs lift WTP in ways that do not depend on scale. Network effects are one way to raise WTP, but there are many others. As long as these alternatives require no substantial investments, the smaller organization is not at a disadvantage in exploiting them.

Underdogs cater to neglected parties. Most platforms favor specific groups—customers or vendors. Serving the unloved group allows for meaningful differentiation.

Underdogs focus on a small group of customers who place a high value on connections with one another."

Isto ainda não é mainstream. A maioria ainda acredita no winner-take-all.

Trechos retirados de "Better, Simpler Strategy: A Value-Based Guide to Exceptional Performance" 

"increase WTP or decrease WTS"

"The difference between WTP and price is value for the customer.

...

In value-based thinking, price is not a determining factor of WTP. We often use WTP and price interchangeably. But it is useful to keep them separate.

...

If we want to understand why some companies are much more profitable than others, a useful starting point is to identify the reasons why the middle section of the value stick—the firm’s margins—is slim for some companies and fat for others.

...

Value sticks illustrate that there are only two avenues for companies to create value: increase WTP or decrease WTS. Every strategic initiative needs to be evaluated against these two metrics. Unless an activity increases WTP or decreases WTS, it will not contribute to the firm’s competitive standing.

...

Unless an initiative promises to increase WTP or decrease WTS, it is not worth pursuing.

...

Companies compete for customers by creating superior customer delight. Many companies strive to be best in class. But having better quality and higher WTP is no guarantee for success. What matters is the difference between WTP and price—in other words, customer delight.

...

In competition, more generous margins (and greater profitability) reflect an ability to create superior customer delight, greater employee satisfaction, and more generous supplier surplus.

...

Strategists think in differences. Exceptional product quality and outstanding working conditions do not confer a lasting advantage if they can be matched easily by rival firms."

Trechos retirados de "Better, Simpler Strategy: A Value-Based Guide to Exceptional Performance" 

"Value created"

"Willingness-to-pay (WTP) sits at the top end of the value stick. It represents the customer’s point of view. More specifically, it is the most a customer would ever pay for a product or service. If companies find ways to improve their product, WTP will increase.

Willingness-to-sell (WTS), at the bottom end of the value stick, refers to employees and suppliers. For employees, WTS is the minimum compensation they require to accept a job offer.

...

The difference between WTP and WTS, the length of the stick, is the value that a firm creates.

...

Companies that excel at creating value focus squarely on WTP and WTS. Every significant initiative is designed to either enhance the customer experience—that is, increase consumers’ WTP—or make it more attractive for vendors and employees to work with the company, in other words, decrease their WTS.

...

Companies that outperform their peers increase WTP or decrease WTS in ways that are difficult to imitate.

...

It is surprising, perhaps, but true nevertheless: the companies that perform best do not think about themselves first and foremost. They dream up ever better ways to create value for others. Think value, not profit, and profit will follow."

Trechos retirados de "Better, Simpler Strategy: A Value-Based Guide to Exceptional Performance" 

Caderno de apontamentos - I

O meu caderno de apontamentos no final de uma das reuniões na semana passada.

1 - O ciclo de vida da relação com os clientes 

Onde medir a percepção dos clientes acerca da interacção e do produto? 

2 - Para quem trabalhamos? Underserved ou overserved?

3 - Temos de fugir do pensamento Muggle para aumentar a WTP (willingness to pay)

4 - Aumentar a WTP é o passo para aumentar a produtividade a sério.

"raising their willingness to pay (WTP)"

"Creates value for customers by raising their willingness to pay (WTP)."

Isto é voltar a uma imagem de 2011 sobre o vocabulário do valor, desenhada junto ao Rio Rabaçal. O modelo de Kano diz-nos que a novidade de ontem é o aborrecido de amanhã.

Aumentar a WTP é aumentar o valor bruto originado.

Aumentar a WTP deve gerar um aumento do preço, mas não é um aumento do preço. O aumento do preço é uma consequência. Só assim os números de Marn e Rosiello fazem sentido, senão a concorrência agradece.

"If companies find ways to innovate or to improve existing products, people will be willing to pay more. ... In casual conversations, we often use WTP and price interchangeably. But it is helpful to distinguish between the two. WTP is the most a customer would ever be willing to pay. Think of it as the customer’s walk-away point: Charge one cent more than someone’s WTP, and that person is better off not buying.

Too often, managers focus on top-line growth rather than on increasing willingness to pay. A growth-focused manager asks, “What will help me sell more?” A person concerned with WTP wants to make her customers clap and cheer. A sales-centric manager analyzes purchase decisions and hopes to sway customers, whereas a value-focused manager searches for ways to increase WTP at every stage of the customer’s journey, earning the customer’s trust and loyalty. A value-focused company convinces its customers in every interaction that it has their best interests at heart."

Trechos retirados de "Eliminate Strategic Overload".