When you come right down to it, what is “business” exactly?
At its core it’s probably as simple as one guy going out in the world and producing some value, and then receiving value from another party in return.
If this is true, then it stands to reason that in order to maximise the value we receive in life, we have to maximise the value we give. One follows the other. Indeed we see this proven everywhere we look in life. The friends who bring the most to our lives are the ones to whom we are most loyal. The employee who adds the most to our business is the one who gets paid the most.
This seems like common sense. But if this is true, and if business is just a logical extension of human relationships, then why do we not follow the same value provision principle in marketing?
Marketers are constantly looking at problems with a value extraction mindset, rather than a value provision one. What are we going to get out of this? Can we quantify it?