Tip 7 - Focus on Value

What it Means

Focusing on value means putting the customer’s benefit first, not just the product you sell or the profit you seek. People don’t buy a drill because they want a drill — they buy it because they need a hole in the wall. Value is about solving a real problem, making life easier, or creating joy. The stronger the value you deliver, the stronger your business will be.

Stories from the Business World

Apple built loyalty not by selling phones with technical features, but by creating products that felt simple, beautiful, and empowering. Southwest Airlines became profitable by focusing on affordable, no-frills travel — delivering value in convenience and price rather than luxury. Netflix succeeded because it offered the value of watching movies anytime, anywhere, without late fees, solving a major frustration with video rentals.

Ways You Can Use It

• Ask yourself: “What real problem am I solving for my customer?”

• Don’t just compete on price — compete on the unique value you bring.

• Regularly gather customer feedback to make sure your value is clear.

• When pitching, explain benefits before listing features.

• Look for small “added value” touches: free advice, better packaging, quicker service.

Fun Examples

Imagine selling umbrellas. The value isn’t the umbrella itself — it’s staying dry on a rainy day. Or consider coffee shops: the value is not just coffee beans, but also the cozy space, the friendly barista, and the sense of belonging.

Final Thoughts

When businesses forget value, they fade. When they deliver value, they thrive. Always ask: “Am I giving customers something worth paying for?” If the answer is yes, success will follow.

Dr. Son Tran teaches business and entrepreneurship at SUNY Cobleskill.