I had two Value based experiences recently, first I had a real estate broker come by my house to give me an estimate of what my house might sell for. I was unpleasantly surprised when they told be houses are selling for “Assessed Value”. Most of us know that’s just what our taxes are based on. But, now it’s means to buyers that they are getting a deal or the best Value for their dollar.

The second experience was around one of the hundred circulars we received this year in the mail. It had a page full of gifts for under $5.99. It got my attention; I saw three or four deals on the page that caught my eye. I even mentioned to my wife we should go to this store and pick up some these things that were a great deal. My wife very astutely pointed out that we nor anyone we are buying gifts for needed a wooden puzzle or keychain flashlight. I had been sucked into the “can’t pass up a great Value” mind set.

What does this mean?

In the upcoming months I believe that Value will be the one thing that get’s a consumer or corporation to take out their check book-because the day of the credit card is over for the time being- . Whether you’re B to B or B to C Value will be the leading decision factor in any engagement.

What we can all do in the Value Economy.

Value is not just about cheaper; companies need to understand what the true value of a product or service really is. Value is not only getting more for less, but getting more for the same price. The cosmetic industry has been doing this for years. Clinique doesn’t ever go on sale, they just give you a gift with purchase. So in fact you get more for less, just like a sale, but better for the Brand.

I can’t even list the number of times a client has come to us with a need that required us to create a product that does more but costs the same or to create an Experience that delivers a higher level of results, but costs that same per square foot.

We have continually solved these problems by using Design Thinking to come up with new ways and processes that do more with less. I believe this will be paramount in the new “Value Economy”.