Chapter 8: What Have You Done for Me Lately?

In this Chapter:

• What step 4 of the financial value process (identify intervention) really means

• Why step 5 of the financial value process (clarify perceptions) is so important to your ability to communicate value

• An explanation and examples of givens, conscious negotiables, and unknown expectations

• How your value slides even if your interventions are successful

• A case study demonstrating changes in value perception.

In previous chapters, you ‚ ve seen how to use financial numbers to create value chains tailored for the specific audience you are communicating with. It ‚ s time to wow them! Right?

Well, not so fast. Before you jump into the communication fray, let ‚ s take a quick look at steps 4 and 5 of the financial value process. Once you know which intervention you wish to communicate about, it ‚ s important to examine that intervention within a model of perception that, even if you are correct with your numbers, will affect what your audience is able to see, hear, and accept as valuable . You ‚ ll see how the effects of time and familiarity create challenges in communicating the value of your interventions.