Overview

In this engaging simulation, participants learn the concept of value proposition and gain insight into how effective propositions connect to an organization’s strategy and drive brand value. Playing the role of CEO at competing surgical robotics companies, participants are tasked with improving their value proposition to customers, gaining market share, and further expanding their market category penetration.

Description

Participants prepare for the simulation by learning about the surgical market, their assigned role as the CEO of a surgical robotics company, and their brand’s goals. A dynamic TUTORIAL walks participants through simulation play prior to start.

Key Learning Objectives

Understand how a value proposition is linked to business strategy and brand value.
Connect a value proposition to the market category.
Develop actionable value propositions and use them to drive execution.
Link the value proposition to a brand’s performance and competitive advantage, distinguishing positional vs. parity customer benefits.
Consider competitive dynamics in developing a value proposition.
Consider the systems nature of value propositions and understand how they are driven by-and drive-brand and category dynamics.