The organisation should know what benefits its offer brings to current and future customers and what marks it out from competitors, and should make those distinguishing features part of the value it builds. It should use market research, surveys, feedback and insight, in both numbers and narrative, to sharpen its value proposition and to keep a portfolio of products, services and solutions that fits its purpose and the needs of today and tomorrow. Requirements for social and ecological sustainability, circular and regenerative principles and ethical conduct should shape how value is defined, with new technology and fresh thinking, including artificial intelligence and analytics, used to find opportunities, and key stakeholders involved so value is co-created.
The graph holds this control, the 0 it maps to, and the evidence behind each claim, over MCP and REST.