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Without knowing our worth
we will never succeed
A strong value proposition is the foundation of any successful regenerative business or initiative. It articulates the unique benefits that a product, service, or project delivers to its stakeholders while aligning with broader environmental, social, and economic goals. Unlike conventional value propositions focused solely on customer needs and market gaps, a regenerative approach considers the holistic impact of an offering, ensuring that it contributes positively to ecosystems and communities over time.
In the context of regenerative business, a value proposition must not only communicate a clear and compelling benefit but also demonstrate how it enhances system-wide resilience. A value proposition is a promise. This means integrating long-term value creation beyond economic gains, encompassing environmental regeneration, social equity, and ethical governance. By anchoring their value propositions in these principles, projects can foster deeper connections with their stakeholders and build sustained competitive advantage.
Furthermore, a well-defined value proposition acts as a strategic guide for decision-making and business development. It helps organizations align their operations, marketing, and partnerships with their core purpose, ensuring coherence in communication and action. By continuously refining their value proposition based on stakeholder feedback and impact assessments, regenerative businesses can adapt to evolving challenges while maintaining their commitment to positive transformation.
Theoretically, a marketing offer should carry value for the consumer and possess the intrinsic ability to provide some functional utility through a product. As an illustration, consider the paradox of water and diamonds, which originates from the classical theory of value. This paradox highlights that there is nothing more useful than water, yet it holds little purchasing power (exchange difficulty). Conversely, a diamond, with primarily ornamental utility, can easily serve as a medium of exchange. Do diamonds truly hold more value than water? Some of these mental (and "practical") constructs have become deeply rooted in collective consciousness. But isn’t it evident that this is a paralogism?
Have we lost sight of what truly matters both personally and collectively? Why, then, is a potential third world war being discussed in terms of power struggles over the control of potable water sources? Are we finally reversing our perception of the true assets that sustain us?
On the other hand, value from an ethical perspective “reflects the degree of importance of something or a human action, with the aim of determining the best courses of action for the common good or the best way to live in a community and society.” To have values implies a moral integrity that is not always reflected when conducting business.
So, what exactly is a business with real value?
Source: Guilding.org
To embrace regeneration is to understand that it does not arise from incremental fixes, but from a sweeping transformation—a profound rise of consciousness, a total shift. An actual relief. When we seek to bring value to the ecosystem, we must realize that circularity, closed loops, and actions born from anthropocentric worldviews or strictly scientific visions will never truly foster life or add deeper, richer value. Such approaches, centered on humanity alone, remain misaligned with the ways life itself unfolds and flourishes. Regeneration demands that we attune our solutions to the living patterns and wisdom of nature. Only then do we move beyond mere improvement and become architects of abundance, restoring and renewing in harmony with the pulse of the Earth.
That is why, when we create value from within circular processes or through an anthropocentric lens, we inevitably hit a ceiling—our vision remains limited, confined by the very boundaries we set. Yet, it is possible to shift our worldview in an instant, to embrace a biocentric perspective. The moment we remember how to think and act as nature, we leap into a new state of consciousness—one that transforms our actions completely, guiding us toward pathways that nurture life. By aligning our processes with the rhythms and wisdom of nature, we rediscover what it means to be and act as nature, opening ourselves to deeper, life-generating possibilities. And of course, more potential to create and capture value.
So, where do we stand in terms of consciousness?
Are we merely controlling circular processes, imposing our own judgments and ideas on the ecosystem? Or are we acting as facilitators—midwives to what wants to emerge, allowing nature to guide us with deeper wisdom?
If we simply push our own ideas of what is right, we risk limiting innovation and staying within familiar intellectual boundaries. However, when we allow ourselves to be guided by nature’s insights, we open the door to higher levels of innovation and transformation. This shift requires moving from a controlling mindset to a facilitative one, where we co-create and respond to what the ecosystem itself seeks to become. By stepping back and letting nature lead, we move beyond imposing solutions and instead foster the emergence of life-affirming possibilities—
Aligning our actions with the living systems around us, and unlocking new and regenerative pathways.
For more, checkout the full presencial session in the video contents of this module
“"A cynic is someone who knows the price
of everything and the value of nothing"
OSCAR WILDE
MUST READ
Guilding
The provided text is an excerpt from a book titled "Guilding - The Natural Evolution of Marketing," authored by Bárbara Leão de Carvalho. The book argues for a shift from traditional marketing to "Guilding," a biocentric approach focusing on regenerative practices. It explores concepts like regenerative capitalism, biomimicry, and living systems theory to illustrate how businesses can contribute positively to the ecosystem. The text incorporates numerous academic references and definitions to support its arguments for a more ethical and sustainable approach to business. It proposes a new decision-making model, ORACLE, to guide businesses toward regenerative goals.
real-life examples
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Known for its "Don't Buy This Jacket" campaign, Patagonia’s value proposition extends beyond quality outdoor apparel to environmental responsibility, transparency, and activism. The company integrates sustainability into its product lifecycle, promoting circular economy principles and ethical sourcing.
Patagonia
GLOBAL
Ecover
EUROPE
A pioneer in ecological cleaning products, Ecover built its value proposition around safe, biodegradable, and non-toxic household solutions. By using renewable ingredients and sustainable packaging, the company positioned itself as a leader in green consumer goods.
The value proposition is the promise made by a brand or product about the benefits it will deliver, which should be communicated clearly and consistently, and recognized by the target audience. In the case of Netflix, the claim "See what’s next. Watch Anywhere. Cancel Anytime" encapsulates the core pillars of its value proposition: convenience, accessibility, and flexibility.
Netflix’s Uniqueness
Netflix stands out by being an on-demand streaming platform, offering a vast array of content, including exclusive original productions not available anywhere else. This creates a unique differentiation in the market. Additionally, its no-commitment subscription model, which allows users to cancel at any time, offers a sense of freedom and autonomy, which is rare among other pay-TV services.
Why people buy the service
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Easy access to a wide variety of content, including exclusive titles, with the flexibility to watch anytime and anywhere.
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Flexible payment model, with no long-term commitment, which appeals to customers looking for an affordable and non-binding option.
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Exclusive and high-quality content, such as original productions, which make customers feel part of something unique and innovative.
To deepen its uniqueness and further enrich its value proposition, Netflix can continue to invest in:
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Constant content innovation, with new genres, interactive formats, and international productions to diversify its offering.
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Personalization and AI-based recommendations, making the experience more unique to each user, catering to specific tastes and interests.
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Improvement in user experience, with even more intuitive interfaces and better streaming quality, ensuring the promise of convenience is continually unmatched.
Therefore, Netflix's value proposition is built on its uniqueness of flexibility, global access, exclusive content, and personalized experience, offering a perfect balance of convenience and innovation. By continuously enhancing these features, Netflix can maintain and expand its appeal, reinforcing its value proposition.
How to Deepen the Uniqueness to Enhance the Value Proposition
fundamental questions
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What problem does my project solve, and for whom?
In what ways does my project contribute to environmental and social regeneration?
How can I clearly communicate my value proposition to different stakeholders?
How does my offering create value beyond financial returns?
What makes my value proposition unique compared to conventional alternatives?
How is my value being perceived by the Guild?
"Price is what you pay, value is what you get"
WARREN BUFFETT
frameworks
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The 30 B2C Elements of Value
The 30 B2C Elements of Value is a framework developed by Bain & Company to help businesses better understand what consumers value in products and services, particularly in the B2C (business-to-consumer) context. This model divides the elements of value into four main categories: functional, emotional, life-changing, and social impact. Each element reflects a specific consumer need or desire, ranging from practical aspects (like convenience and time-saving) to more emotional factors (such as self-esteem and belonging). For instance, the functional category includes values like quality and performance, while the emotional category can involve feelings of security or fun. The life-changing elements focus on personal transformations, like learning or self-improvement, and social impact relates to the value a product or service can bring to the community or the planet. This framework helps businesses identify which elements are most important to their customers and create offerings that are more aligned with their expectations and needs.
LEARN BY PRACTICING
assignments
Below, you’ll find the assignments grouped into three categories to help you prioritize your work effectively. Mandatory exercises are essential and must be completed. Recommended assignments will strengthen your understanding and are highly encouraged. If you have additional time and want to explore further, dive into the Extra category to deepen your knowledge of the topic.
To support you, we’ve also curated a list of key content from the hub. This content was carefully selected to help you complete the assignment, and includes an estimated time commitment for each item so you can better plan your learning journey.
Once you've completed your exercises, please upload your responses to your organization workbook using the link you received by email.
01
In one sentence, define your Value Proposition
MANDATORY
Deadline: 11th April
02
Rewrite your Value Proposition as a Promise
RECOMMENDED
Deadline: 11th April
03
EXTRA
Deadline: 11th April
Still having doubts?
Online Clarification Session
15th April
6 - 7:30 PM (Lisbon Time)
Having questions? Doubts? Thoughts you would like to share?
We are here for you. Reach out to info@boutique-impact.com and we'll come back to you shortly.
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