Identify the real end-users (the ‘primary entities’) – these are the ultimate decision makers who potentially have the greatest influence on the growth and profit in our Chain

Discover the resulting experiences that these entities and others would most value vs. our competition’s; do so by creatively and analytically inferring from what customers do - not by asking them what they want

Choose the combination of these resulting experiences which the business could profitably deliver, and which would generate breakthrough growth

Creatively redesign and integrate all functions, processes, and resources, building capabilities as needed, to deliver those experiences

This is discovering and choosing a breakthrough Value Proposition, then designing & building its profitable Value Delivery System.

DPV contrasts to being either:
-- Internally-Driven: making & selling what we think we’re good at*
-- Or, Customer-Compelled: requesting & following detailed input from customers*