Brief videos viewable in 6 subsections of Concepts/Overview
In these brief Video Summaries, DPV Group founder Michael Lanning introduces some of the key DPV concepts.
DPV Group Managing Director Michael Lanning was recently interviewed by Austin McCraw, the Senior Director of Content Production for MECLABS, a major research institute that helps business leaders optimize their strategies and digital marketing programs. Led by Dr. Flint McGlaughlin, MECLABS focuses centrally on the development and use of winning Value Propositions, the seminal strategic concept first created by Michael Lanning.
MECLABS asked Lanning to conduct a seminar on some key aspects of the Value Proposition, including the background to his origination of the concept and the notion of Resulting Experiences, central to Lanning’s view of Value Propositions. Mr. McCraw interviewed him about those concepts.
Either view the entire interview (~43 minutes, below), or any of its 9 modules (see links further below):
ENTIRE LANNING/MECLABS INTERVIEW (~ 43 minutes):
LANNING/MECLABS INTERVIEW IN NINE SEPARATE MODULES:
MODULE ONE: Background to Value Proposition –
Traditional Strategy-Focus on Product vs Customer Experience
MODULE TWO: Background to Value Proposition –
Internally-Driven & Customer-Compelled Strategy
MODULE THREE: Background to Value Proposition –
Re-orienting the Business System around the Value Proposition
MODULE FOUR: Resulting Experiences – Central Element of a
MODULE FIVE: Which Function OWNS the Value Proposition?
MODULE SIX: Organizational Challenges in Delivering
Superior Value Propositions
MODULE SEVEN: What’s Changed About Delivering
Superior Value Propositions?
MODULE EIGHT: The Example of Zappos: What’s Happiness Got to Do
MODULE NINE: Becoming the Customer and Interview Closing