Value vs. Perceived Value

STRUGGLING

ACTUAL
PERCEIVED

STAR

MAGIC
ACTUAL
PERCEIVED

FIND A NEW JOB

VALUE
PERCEIVED

FRAUD

ACTUAL
PERCEIVED

FIND A NEW JOB

Without value or perceived value, finding even one paying customer will likely be impossible. In this situation, not only are customers not actually gaining anything from your product, they don’t even feel like they’re gaining anything. Rethink your business model, or start looking for a new job.

STRUGGLING

ACTUAL
PERCEIVED

STAR

MAGIC
ACTUAL
PERCEIVED

FIND A NEW JOB

VALUE
PERCEIVED

FRAUD

VALUE
PERCEIVED

FRAUD

I hate to tell you this, but if your product actually offers very little value while your audience think it offers tons of value, you’ve landed yourself in the fraud area. Morals aside, this type of success is typically unsustainable once your audience catches on that they’re being duped. Start thinking of ways to up your offering’s value.

STRUGGLING

VALUE
PERCEIVED

STAR

MAGIC
ACTUAL
PERCEIVED

FIND A NEW JOB

VALUE
PERCEIVED

FRAUD

VALUE
PERCEIVED

STRUGGLING

Most commodities find themselves here. Let’s use the example of a marketing agency where the specialists are bending over backward to deliver on client needs. The problem is, the clients don’t see the point (or the results) of what they’re doing, and constantly question why they’re spending their money with the agency. That’s the result of low perceived value.

STRUGGLING

VALUE
PERCEIVED

STAR

VALUE
PERCEIVED

FIND A NEW JOB

VALUE
PERCEIVED

FRAUD

VALUE
PERCEIVED

STAR

When you have high value and high perceived value, you’re doing the right thing by your audience and your brand. In other words, you’re setting your brand up for long-term success. The businesses in this category build a strong level of trust with their audience by delivering on expectations and ensure their audience members know exactly how.

STRUGGLING

VALUE
PERCEIVED

STAR

MAGIC
VALUE
PERCEIVED

FIND A NEW JOB

VALUE
PERCEIVED

FRAUD

VALUE
PERCEIVED

THE MAGIC

What separates the iPhone from a Samsung phone? There’s a reason that the iPhone is the face of smartphones—and it’s likely not what it actually offers, considering this is very close to what a Samsung phone offers. Instead, the difference is the intangible, elusive brand magic that comes from a perceived value that’s even higher than an already high product value.