On Managing the Perceived Value of an Offer

When increasing the force of a value proposition, one cannot stretch “appeal” and “exclusivity” beyond their intrinsic substance. We can strive to maximize appeal; we can strive to emphasize exclusivity, but we cannot take perceived value beyond actual value. To do so is to cross the line into the language of “hype”. Clarity trumps persuasion. Confusion serves only those who under-serve the market.