B2B Elements of Value

As B2B offerings become more commoditized, the battle for differentiation shifts toward subjective and emotional aspects. Business owners and product mangers must strike a balance between objective, rational criteria, and the subjective, sometimes personal concerns that business customers bring to the purchasing process.

The B2B Elements of Value is a framework designed by Bain & Company that identifies and categorizes fundamental attributes that business customers value in products or services.

The B2B value pyramid, organizes 40 distinct elements of value into five levels — table stakes, functional, ease of doing business, individual, and inspirational — with the most objective values at the base and increasingly subjective and personal values at higher levels.

In this bite-sized wisdom issue you will find:

• What are 40 elements of value defined by Bain & Company for B2B market?

• Why it is important for businesses to go beyond objective values?

• How to effectively use the framework for your company and product?