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Elements of Value®

Elements of Value® is a five-level, 40-element framework that delineates the objective and subjective criteria that determine what really motivates customers to buy.    

How can you avoid the commoditization trap? Understanding what your customers truly value helps you differentiate your offering, grow, gain share, and command premium prices.  Although value ultimately lies in the eye of the beholder, that doesn’t mean the value is unknowable. Universal building blocks of value exist, and leading B2B and B2C businesses are built on them. The Elements of Value framework helps you pinpoint what matters most to your customers so you know where to focus your product or service strategy.

Based on more than 30 years of research, we’ve identified dozens of distinct elements of value and quantified their linkages to growth, customer loyalty, market share, pricing and revenue. This empirical approach has helped countless clients make decisions, grow revenue, and boost their NPS® scores. 

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Product differentiation

Invest in the product attributes that matter most to your customers

Revenue growth

Combine multiple Elements of Value to create highly desirable products and services that command a premium

Innovation

Investment in the new features and attributes that delight customers

Advocacy

Earn your customers' trust and loyalty by demonstrating that you truly understand what they value most

Bain partners Jamie Cleghorn and Eric Almquist explain why it's so hard to win on price and performance alone, and how Elements of Value can give B2B companies a new competitive edge

As consumers' preferences and behaviors change it can become difficult to understand precisely what motivates their buying decisions. Elements of Value provides a robust, deeply researched framework that helps you assess the many objective and subjective criteria that influence consumers' choices. That clear-eyed understanding enables you to invest in the features, innovations and other attributes that make your product or service speak to what consumers really value.