The general managers around the WLP professional are constantly under pressure to improve processes, costs, and revenues . After all, inflation alone can turn their net profits into net losses very, very quickly. Because WLP expenses are usually much easier to cut back on than, say, long- term equipment or real estate leases, WLP professionals need to take the perception of their value very seriously. WLP professionals must work to maintain a much higher proportion of their value in the conscious/negotiable and surprise states to offset the tendency to cut or change critical programs, as shown on the right-hand side of figure 8-2.
Important ‚ | Without a continuous value management approach WLP professionals will find that their audiences have less and less time, money, and patience for what their audiences perceive as less and less valuable . This is especially true when that audience has come to depend upon a certain pace of new financial value from the WLP function. |