The importance of a value proposition

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Value propositions are built on soft and hard metrics and it is important to consider the
value proposition before making an investment.
Soft metrics can be measured and include the increase of your brand perception amongst
the individuals who are part of your target audience, media exposure and improvements in
regional or international benchmarks. Hard metrics include partnership revenue investment
and any uplift in sales which can also be measured. You are unable to measure these
variables before a project begins unless measurement tool that will measure the impact.
Tips for business that will help them understand how design creates values: collect data
over long periods of time, understand the businesses priorities and ensure that the data
being collected is linked to these priorities, gather real data prior and post every creative
exercise to measure impact and not everything can be measured specifically.
Source: Allen International

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