Define a value proposition for every service

Overview

A service without a clear value proposition is a service without a clear reason to exist. It was created at some point to address some need, but that need may have changed, the service may have drifted from its original purpose, or better alternatives may have emerged. Without a value proposition, it is impossible to assess whether a service is delivering on its intended purpose or whether it deserves continued investment.

Best Practice

Define and maintain a clear value proposition for every service in the portfolio. The value proposition answers three questions: who is this service for, what problem does it solve or what outcome does it deliver, and why is this service the right solution for that customer. The value proposition should be documented, reviewed with the service’s customer segment periodically, and updated when customer needs or organizational context changes.

Benefit(s)

A documented value proposition gives every service a measurable purpose. Service performance can be evaluated against whether the value proposition is being delivered. Investment decisions can be evaluated against whether they strengthen the value proposition. Retirement decisions can be grounded in whether the value proposition is still relevant. Services with strong, current value propositions attract investment and adoption. Services whose value propositions have eroded are visible candidates for redesign or retirement.