Card Description

Based on extensive research and experience, we have a created  a set of cards that capture all possible elements of customer value. 

We have also identified the elements of value that impact the customer's buying experience.

These cards and the elements of value they capture are invaluable to CEOs and the top leadership team. These cards break down every possible way a customer defines and experiences value. It’s ideal for leadership teams who want to make strategic decisions grounded in what customers actually care about — not assumptions.

Most companies assume what customers value.

Strategy, product, and experience design decisions are often made without a deep understanding of what drives customer choice.

The result? Wasted effort, poor experiences, and missed growth opportunities.

These Customer Value Cards allow leaders to:

• Discover the full spectrum of what customers value

• Align product, service, and experience strategy to these values

• Prioritize investments that matter most to customers

• Engage teams in focused, insight-rich conversations

• Accelerate customer-centric transformation

What Customers Say

“Uncovers what truly matters to your customers — not what you think matters.”

“A working tool to design strategy, experiences, and transformation programs.”

“How can you run an organization without understanding customer value?”

“Guides leadership to align products, services, and experiences to customer-defined value.”

“The most comprehensive diagnostic and design tool for understanding, defining, and delivering customer value”

“These cards helped us see through the eyes of our customer — and redesign a broken process that was costing us millions.”

“We use these in every strategy session now. They changed how we talk about value.”