Value Innovation

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Value innovation is making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. It is about: 

 1) Creating
 2) Raising
 3) Reducing
 4) Eliminating

factors that the industry accepts as a given. Be careful not to over-design an offering (authors call this Christmas Tree Management. An example was given for a Dutch bank trying to be good at everything:


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