Psychology matters as a key determinant for the client’s perception of the value received. Framing your proposal differently, can make all the difference in outcomes.
- is Google the best search engine in the world ? No one really knows, yet it is perceived as such by most people, simply because Google positioned itself as the search company, focusing exclusively on search, not on being a general purpose portal. That framing makes all the difference: the psychological assumption people make is that a company focusing on a single capability does deliver better such capability than a company delivering lots of different capabilities.
Traditional businesses tend to focus on technical and economical dimensions first, and only secondly – if at all – on the psychological dimension. In order to successfully serve modern consumers, that ordering must be changed.