July '21

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A W A R D S & C U S T O M I Z AT I O N 1 6 G R A P H I C S P R O J U L Y 2 0 2 1 G R A P H I C S - P R O. C O M T H E R I S I N G T I D E O F B U S I N E S S | A A R O N M O N T G O M E R Y W ith 2021 now over halfway be- hind us, I hope we are all put- ting 2020 in the rear view mir- ror as far as we can. There have been many changes in our world. Some good, some bad, and some might take a while to figure out where they land. One of the big things we are experiencing is a change in what the "normal" customer might value. Where they once might have valued low cost and immediate availability, we now see more value being placed on community, story, and meaning. But why do values change, and how can you best keep up? DEFINING VALUE Let's start with defining value. Value [noun] - the regard that some- thing is held to deserve; the importance, worth, or usefulness of something. Merit, utility. As you can see, it is not a complex idea, but it is hard to quantify in a way most of us can get our brains around. It's dif- ficult for most to pinpoint why we value different things at different times. And that is precisely why we shy away from discussing value as opposed to price. Not only do we a ll va lue things differently, but the differences might be slight. One person might value the latest and greatest tech and gadgets, where someone else might value toys, trinkets, and recreation. Neither is better or worse, and from a 30,000-foot view, they might even seem the same. But at the core, they are very different values. The other challenge faced by business owners is their ideal customer's value will change, as I mentioned in the open- ing paragraph. Because of the pandemic, many people value experiences different- ly and have come around to the idea of REDEFINING YOUR UNIQUE VALUE PROPOSITION

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