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In fact, Chapter 4 "The Meaning of Value" has covered Step 1 in fair detail. It is essential that we have a clear sense of the parameters of the project, in the form of the now familiar context statement:
“My goal is to grow COMPANY UNIT by creating more value for CUSTOMER SEGMENT than COMPETITOR does.”
Annie Lambert is a brand manager at MedFactor,The branding and category information is disguised for confidentiality, but the example is built around an actual application of the 3-Circle model. an $8-billion worldwide manufacturer of pharmaceuticals, who led a 3-Circle project for her company. The goal for the context statement was “to grow sales and profit of MedFactor’s OptiMod drug by creating more value for specialist doctors than PharmaRival does with its drug Vivatrol.”