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Increase Reduce Improve Create
Return on assets
Return on investment
• Specialist expertise/knowledge
• Unique social capital
• Brand and/or reputation
• Unique result––creativity and innovation
• Reducing risk
• Excellent experience (Moments of Truth)
• Make the customer “look good”
• Knowledge elicitation
Elements of Value Transcendence
Provides hope; Self-
Reduces anxiety, Reward me, Nostalgia,
Design/aesthetics, Reputation, Wellness,
Therapeutic value, Fun/entertainment,
Attractiveness, Provides access
Saves time, Simplifies, Makes money, Reduces risk,
Organizes, Integrates, Connects, Reduces effort,
Avoids hassles, Reduces cost, Quality, Variety, Sensory
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