Gautam has managed to put into one book almost everything we need to know about creating Value, measuring Value, and strategizing with Value. Every marketer will benefit by rethinking their business in terms of Value creation and management.
—Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management,
Northwestern University
I enjoyed reading the material from the book. “In order to create Value for customers, one must first create Value for the providers, including employees, suppliers, the society at large, and so on.” “The goal is to improve the quality of life, such that the well-being of human actors is continuously improved.” These are the credos guiding this book, expressed by Gautam Mahajan for the development and management of Value. In the book ways of implementing these thoughts are discussed. This is an important and educating book about Value and how to create Value.
—Christian Grönroos, Emeritus Professor, Hanken School of Economics, Finland
Mr. Gautam Mahajan is a Value Creator Thought Leader and has written an exciting and informative new book.
Gautam leans into Value and pays attention to when and where it should be created—and how. He believes every touchpoint becomes a potential brand-building activity and potential point of activation and retention. In Value Imperative he shows that Value is not a once of “gift,” but co-created by all involved in their circle of convenience and accessibility. It forms part of the journey we walk with our customers and the experiences we—or they—create with us.
There is no clear definition of Value. Value can be defined in many ways and across many actions and interactions. Value is all about micro-moments that transforms companies to focus on creating Value for their customers by aligning each person’s role in creating the Value customers so desperately look for and getting shareholder wealth and Value.
VI clarifies many of the uncertainties of what real Value represents. It is different for different people and within their different circumstances. Value is directly linked to people’s experiences throughout their journeys.
Gautam recognizes that customers reward companies with their loyalty and time, increased business, market share and share of wallet, and profitability. Understanding and implementing Value Programs is a customer Value investment that needs to be budgeted for and seeks a handsome return.
As an acclaimed author of many books on Value creation, VI is an excellent addition to his already well-read book collection.
May it find a place of prominence in every library—personal or business—around the world. A Value waiting to happen.
—Winnifred Knight, Managing Director and Owner—CUBE
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