Corporate bull*

I have just listened to Curt Carlson at SRI in Menlo Park, and was impressed by his simple and clear message: too many people deal with concepts and jargon they can`t even define themselves, central ones like customer value and value proposition.
At SRI everyone is provided with a card explaining the approach NABC, Need, Approach, Benefits/Costs and Competition, an easy way of remembering what should be included before you actually have a value proposition. Too bad not single one of the numerous company executives who has undertaken training at te institute have been able to write down a definition. So much for corporate bull*.
Carlson was talking about the exponential economy, where geographical distance have all but disappeared. In his opinion, the first generation of innovation came with Henry Ford and the focus on costs, the other generation with Deming and the obsession with quality. In the exponential economy it is all about customer value, and, unfortunately, this is something that most people get wrong.