What is often the forgotten third step in the value delivery process?

Value Demonstration is often considered the forgotten third step in the value delivery process because it emphasizes the importance of showcasing the value that a product or service provides to customers. While value creation involves developing a product or service that meets customer needs and value communication encompasses how this value is expressed to the audience, value demonstration takes it a step further by actively showing or proving how the value works in practical situations.

This step is crucial in helping customers understand not just what the value proposition is, but how it tangibly affects them in real life. By demonstrating value, businesses can effectively bridge the gap between what they say they offer and what customers actually experience, leading to a stronger connection and greater likelihood of acceptance. Failing to incorporate this step can lead to misunderstandings or skepticism from potential customers, as they might find it challenging to envision the benefits without concrete examples or experiences. Thus, value demonstration solidifies customer confidence and aids in the successful adoption of the offered value.