Today, we will talk about value generation through a methodology that is really simple to implement and provides great visibility, called Points of Parity. This refers to the attributes or benefits that a brand must offer to be considered on equal terms with the competition. It’s not about being the best at everything, but ensuring that your offering meets the minimum expectations that customers have when considering a product or service category.
Identifying and managing points of parity correctly is essential for positioning yourself in a saturated market. When your product or service matches competitors in these key aspects, you can then focus on highlighting your brand’s unique differentiators. This not only allows you to compete but also to stand out in areas where you can truly add value. And the best part is that this analysis is entirely strategic and backed by a deep understanding of market dynamics.
An example of how points of parity can impact is the case of McDonald’s. They have identified the points of parity in the fast food industry, ensuring that their basic menu meets customer expectations, while introducing innovations like digital kiosks and home delivery services, differentiating themselves and capturing new market segments.
Next Friday, get ready for a module that could transform the way your company competes: Module 4: Go-To-Market, Optimizing the Value Proposition. We will delve into how leading companies not only compete but dominate their markets through the optimization of their value proposition.
In this session, we will reveal strategies that will allow you to fine-tune your value proposition, ensuring that every aspect of your offering resonates deeply with the needs and desires of your customers.
The e-Workshops take place every Friday, live online, with a duration of 3 hours from 8:00 to 11:00 AM Chicago/CDMX time. During the first hour of the online session, we broadcast it live on my social media, where we go over the topic with Cases, Methodologies, Indicators, Best International Practices, Book Recommendations, Movies, Podcasts, and we present the exercises that will be carried out.
The second hour is a private live online session where we break participants into small groups to fill out the exercises themselves. In the third hour, each brand presents its results to the entire group, and in a mastermind-style format, we ask questions and suggest ways to enhance the actions of each brand. If you’re interested in attending one of these sessions, you’re welcome to join.