Why people buy something?

After you guys look upon the definition or concept of "value proposition" no matter where you find it. Let's come up with a question "why people buy something?". This may give you a bit clearer picture.

The reasons why people buy, general speaking, they should fall into these 3 points:

1. Resonate : Potential buyers start with a need of what they’re buying.
2. Dfferentiate : Potential buyers see clearly that you are standing out from the alternative options. In other words, your product is not a me-too product.
3. Substantiate : Potential buyers believe that you can deliver on your promises.
You cannot break thier trust.

What happens if you don’t follow all three of above?



From the figure above, fail either of these three makes thing goes unsmoothly.
No resonance, people just don’t buy what you’re selling.
No differentiation, may be they will buy what you're offering, if your price are lower. Or else, they just ignore you to buy from your competitors.
No ability to substantiate your claims, even they need what you have and they realize that you're unique. They don’t believe you and won’t risk buying from you.