There are three dimensions of value that can be offered to a customer, which most successful companies provide.

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1. Create Value: As an entrepreneur, recognizing a customer's pain points and developing a solution that solves those pain points is crucial. Crafting a compelling message to communicate that value ensures that when the customer makes a purchase, value is created.

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2. Deliver Value: When customers experience the product, embrace it, and validate the communicated value, that's when value is delivered, marking the second dimension.

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3. Capture Value: The final dimension, critical for business scaling, is when customers become advocates by sharing their positive experiences with others. This is when value is captured effectively.

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Focusing on capturing value and building a Halo (a state where the value exceeds the price) for products or services is key for business growth.

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Continuous improvement involves understanding how to create and deliver such exceptional value that customers not only see it but also share their experience with others. This strategy leads to capturing the greatest value for any business.

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Understanding and excelling in these three dimensions can significantly impact business success and sustainability.

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