Take a moment to notice an object in the room around you. Who acquired it—you, a family member, an acquaintance, a hotel or airplane employee? Take the time to empathize with this person, and you will appreciate all that he or she went through in order to buy the object: identifying a need, evaluating vendors, comparing options, deciding, purchasing, paying, receiving, installing (if necessary), and eventually disposing of it. Whether an offering is a physical product or a service, consumable or durable, all of these activities can be classified as either value creating, value capturing, or
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