Value Proposition

As many of you know, when we hear an infrastructure company promote ROI as its leading value proposition, we get impatient, to put it mildly. The way we figure it, organizations spending millions of dollars developing a new product need to start off their value proposition by saying something like: "customers have shown us that they have a problem which, when we solve it, will significantly improve their business to the point where their corporate valuation grows." Technology is a vehicle for corporate transformation -- infrastructure companies need to show how their products can increase their customers' stock prices. We're not saying "don't make the ROI case" -- of course you should. Showing economic justification is part of the marketing basics. What we're saying is that you can and should make a value proposition which includes, but goes beyond saving money. You need to show how your products are capable of making your customers bigger, faster, stronger, more competitive...