There are two types of value:
- Requested value
- Suggested value
I rhymed them intentionally to help recall, because they’re worth recalling.
If you just provide the value people request, you’re leaving an awful lot of value on the table.
Because all of us can only see so far.
You provide more value and become more valuable when you also suggest value based on what you see that they perhaps can’t.
To maximise value to customers, friends, colleagues, and your kids, understand what they request and why.
Then I suggest that you steer the conversation to suggested too. Help them see what they previously could not.
Then help them get what they choose from there.