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perceived customer value: a great ted talk that starts with a visionary point

I'm a perceived customer value guy (PCV-G?) since perceived value is really the only thing that ultimately matters. This is not to say that quality means nothing, merely that perceptions influence our assessment of a product, service, and experience, and even how we define "quality". Good PCV scorecards also allow you to compare your performance in these dimensions with competitors (what Bradley Gale called "customer value added") - and with some good econometrics, you can determine the impact of an improvement in your PCV on your profitability and/or marketshare improvements. Magical stuff.

What I really like about this TED presentation by the powerhouse Rory Sutherland: it's vastly entertaining, right on all the facts, and frames perceived value as a potential solution to the problem of the world's impending poverty: even first world countries will be unable to consume at past rates because of the high costs of commodities trickling throughout our economy. The suggestion here is: don't think of the future as one featuring greater poverty.

The details are here:



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