There is something that nearly all of us want: more profits.

In my industry, it’s a significant concern for most of my clients.

Moreover, from my experience and what I have observed, very often the focus on profit is on cost reduction.

So I’m not saying it’s a bad idea, but there is only so much you can do.

What I like to do instead is to focus on the value proposition. I love to design new products based on this value proposition and a business model. This angle is entirely different, and it’s about adding some tangible value for the client and/or user –something they need and that will make their life easier- and also some intangible value, working with brand values.

One of the tools I have been using for increasing the tangible value is the COT: the Customer Observation Technique (Thanks Louise for helping me with the name). It’s straightforward: bare observation on the user’s activity.

How do you increase value for your clients?

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