Here’s what managers are saying:

“I now have new appreciation for why a value proposition is so important and basic to success. And the authors make it simple to understand how the different functions in a company must collaborate to deliver what customers expect in tough times — greater value.”

– Robbie Forkish, CEO, Cloud Compliance, Inc.

“Finally, a book that shows how to apply information technology to create a more valuable business model.”

– John Lafata, President, iSynergetics

“NET Value is an ambitious book that addresses issues not covered anywhere else. Managers should never confuse their company's elevator pitch with the value proposition — which is the heart of the business in the digital era. It's never been more important. In a tough economy, you can't do without one.”

– Brian Fortune, Senior Director of Business Development, Global Fluency / CMO Council

“Too often, we the geeks decide what customers value and too often we're wrong. That's because we've focused product development on a piece of technology and then focus our marketing efforts around it. The part (in NET Value) about features and benefits and how they misguide marketing just enforces that — loved that section!”

– Robert Hamilton, Director, Product Marketing, EMC (RSA Division)