Developing the Behavior Change Value Proposition (BCVP) PPT

This PPT slide, part of the 26-slide Organic Growth Framework (OGF) Series: Phase 4 PowerPoint presentation, outlines the fourth phase of a strategic framework focused on developing a Behavior Change Value Proposition (BCVP). This phase emphasizes the necessity of the BCVP as a complementary tool to the existing Customer Value Proposition (CVP). The BCVP is designed to articulate the benefits of engaging in specific high-yield behaviors, which are critical for driving growth.

Key points highlight that the BCVP is not merely an addition, but a vital component that supplements the CVP. It underscores that having a compelling CVP alone does not guarantee growth; thus, the BCVP must be developed to leverage insights from previous phases. This involves understanding the dynamics of behavior change, particularly the concepts of leverage and leakage associated with high-yield behaviors.

The slide specifies 2 primary communication objectives for the BCVP. First, it aims to effectively communicate the value of the behavior to the customer. Second, it seeks to define what is necessary to enhance the value of that behavior for the targeted segment. This dual focus ensures that the BCVP not only informs, but also motivates customers to engage in desired behaviors.

Additionally, the slide notes that various tools are available to assist in articulating the BCVP, including the CVP-BCVP Matrix and the BCVP Template. These tools are essential for structuring the proposition clearly and accessibly, ensuring that stakeholders can easily grasp its significance. The emphasis on clarity and accessibility is crucial for effective implementation and communication within the organization.

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