SAN JOSE STATE UNIVERSITY

powering Silicon Valley

College of Business
Lucas Graduate School of Business
(1)

Pain Killers?
Vitamins?
Beauty Cream?
Happy Pills?

?

Adopted from a talk given by Jonah Berger, author of “Contagio...
(2)

Force Multiplier?
Mess for Less?
Life Saver?
Relationship Saver?
…………
Adopted from a talk given by Jonah Berger, auth...
  Give

service examples for each of the
analogies.
  Are there services that combine two or three
of the analogies?
  ...
Pain Killers?

Force Multiplier?

Vitamins?

Mess for Less?

Beauty Cream?

Life Saver?

Happy Pills?

Relationship Saver?...
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Using Analogies to Frame a Value Proposition

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Using Analogies to Frame a Value Proposition

  1. 1. SAN JOSE STATE UNIVERSITY powering Silicon Valley College of Business Lucas Graduate School of Business
  2. 2. (1) Pain Killers? Vitamins? Beauty Cream? Happy Pills? ? Adopted from a talk given by Jonah Berger, author of “Contagious, Why Things Catch on”, Simon & Schuster, 2013. 2  
  3. 3. (2) Force Multiplier? Mess for Less? Life Saver? Relationship Saver? ………… Adopted from a talk given by Jonah Berger, author of “Contagious, Why Things Catch on”, Simon & Schuster, 2013. 3  
  4. 4.   Give service examples for each of the analogies.   Are there services that combine two or three of the analogies?   Which analogy can you use to describe the innovative service of your project?   Can you think of any other analogies you can use in framing your value propositions? 4  
  5. 5. Pain Killers? Force Multiplier? Vitamins? Mess for Less? Beauty Cream? Life Saver? Happy Pills? Relationship Saver? 5  

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