By Chidomere Ndubuisi

- July 25, 2023

Early one morning, a vivid dream woke me up at 2:00 am, leaving my mind ablaze with a compelling picture too powerful to ignore. This vision held the potential to ignite interest, generate demand, and command premium prices. However, at the core of this picture was a crucial realization – the importance of creating exciting value and effectively capturing its worth. Often, in the hustle and bustle of day-to-day business operations, we overlook the critical aspect of innovating how we create and capture value.

The Value Dilemma:
It’s easy to get caught up in the routine of running a business, focusing on day-to-day operations, and forgetting to question ourselves: Are we genuinely offering something valuable to our customers? Are we making enough profit to ensure the sustainable growth of our business? Creating value means delivering products or services that meet customers’ needs and solve their problems effectively. Capturing value involves setting prices and revenue strategies that ensure profitability while maintaining customer satisfaction.

The Ever-Changing Market Landscape:
In the dynamic Nigerian market, constant change is the norm. Government policies evolve, and customer needs shift rapidly. What was in demand yesterday might not be relevant today. As these external factors fluctuate, businesses must adapt and innovate to stay ahead. Failure to do so can risk losing relevance and potentially the entire business.

The Call to Innovation:
To thrive in this dynamic landscape, businesses must place value creation at the forefront of their strategies. It requires continuous attention and a commitment to innovation. Taking a moment to pause amidst the busy routines and assessing the mechanisms for creating and capturing value is crucial. Engage your team in asking the critical questions: Are we delivering value that remains relevant to our customers today? Are we capturing sufficient value to fuel the growth of our business?

Uncovering Untapped Potential:
Asking these questions often leads to unexpected insights and exposes untapped innovation avenues. These discoveries pave the way for making the business not only valuable but also profitable. The process of value creation goes beyond merely selling products or services; it instills a sense of purpose and meaning into the business, making a positive difference in customers’ lives.

Building Irresistible Businesses:
Ultimately, the goal is to build businesses that customers can’t resist and are willing to pay a premium for. Embracing a culture of continuous innovation and a relentless focus on value creation and capture will not only ensure the business’s survival but also lead to sustained growth and success.

As we navigate the ever-changing market landscape in Nigeria, waking up to the value of our businesses becomes paramount. We must remember that creating and capturing value is an ongoing journey, requiring constant attention and innovation. By embracing change, seeking unexpected insights, and refining our value proposition, we can build businesses that stand the test of time and thrive in any market conditions. Let’s commit to making our businesses valuable and impactful, driving positive change in the lives of our customers, and reaping the rewards of sustainable growth and success.

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