The B2C "Elements of Value" Pyramid
A universal framework of 30 distinct elements consumers value
This may be one of the most practical and valuable strategic frameworks I’ve ever come across. The “Elements of Value” is a framework developed by Bain & Company.
Think of it like a Maslow’s Hierarchy of Needs for consumers. What do they value? There are practical items like cost, as well as more aspirational items of value like hope. Figuring out the elements your market values, or the values your product/service speaks to can result in better results. All 30 elements of value fall in the following buckets:
Functional Values
Emotional Values
Life Changing Values
Social Impact Values
I was first exposed to this strategic framework during by Storybrand guide training. Donald Miller said he kept a printout of this framework at his desk, and would refer to it to make sure messaging was connecting to what he was hearing the customer valued.
Here are all 30 elements in the B2C pyramid. (Yes, there’s a B2B version as well)