Enterprise Lecture 3: Value-What are you worth?

• Check documentary-' a century of sell'

Whats the value of your creativity?

• Drucker (1985)- argued that innovation is the tool of entrepreneurship. In addition, both innovation and entrepreneurship demand creativity. Creativity is a process by which culture is changed. New songs, new ideas, new machines are what creativity is about
• Mihaly (1997)- Creativity is the ability to made or otherwise bring into existences something new, whether new solution to a problem a new method or device, or a new artistic object or form. Creativity is the act of seeing things that everyone around us sees while making us sees while making connections that no one else has made

Philip Kotler- book in marketing

C-creating
C-communicating
D-Declining
V-Value
T-To a target market
P-For a Profit


Insight- Maslow's hierarchy of need



Where is the money?

Greatest human needs= greatest market potential

• food industry
• housing
• utilities
• Medicine
• Transport
• Construction
• Insurances
• Water
• New Technology

Reduced human needs= Lower market potential

• Organic Farming
• Holidays
• Home insulation
• health spas
• Luxury sports car
• conservation
• religion
• swimming pools
• alternative technologies

Where does the money go??

A Value proposition



E.g BBC Mission and Values


Our Mission- to enrich people's lives with programmes and services that inform, educate and entertain.

Our Vision- To be the most creative orginisation in the world

Our Values- Trust is the foundation of the BBC. we are independent, impartial and honest. Audiences are at the heart of everything we do....