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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.    

Elements of Value®

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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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.

Our Impact

Our Impact

Client Results

Client Results

How a Consumer Products Maker Responded to a New Competitor

When a leading appliance maker with a strong position in a key product category suddenly began losing market share to two new entrants, it struggled to understand the cause. Working with Bain, the company applied our Elements of Value® framework and soon developed an effective response.

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Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks and Net Promoter Score℠ and Net Promoter System℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Elements of Value® is a registered trademark of Bain & Company, Inc.