Product details

Problem: A high quality, value-added product (shrinkage-compensating concrete) sold to contractors whose incentive is to save costs, not provide long-term value; limited access to beneficiaries of value (end customer planning department). Solution: Sell directly to 'owners' (department responsible for maintenance and follow-on costs) to create demand from the end customer through the contractor by clearly demonstrating value. Key Steps: 1) Make the problem visible for low-visibility item, ie sell a solution for a problem perceived as not easy to solve; 2) Generate credible data and insights on value opportunity; 3) Ensure that additional value created is tangible for all stakeholders; 4) Align different stakeholders and units responsible for budgeting decisions around the same action plan.