Understanding value creation and capture in your business.

Create it before you capture it.

When running a business, it's easy to get bogged down by the day-to-day tasks and challenges that come your way. Staff issues, regulatory hurdles, client demands, and other distractions can make it hard to see the big picture. However, at the core of your business strategy should be the focus on creating value for your ideal clients and effectively capturing that value.

The framework of value creation and capture is a simple yet powerful concept that can help guide your business decisions. By understanding how to create value that resonates with your clients and then capturing that value in a way that benefits your business, you can ensure sustainable growth and profitability.


Value creation is not just about the price you charge for your products or services. It's about the difference between what your ideal clients are willing to pay and the cost of delivering your offerings. By focusing on creating as much value as possible for your clients, you can ensure that you are meeting their needs and expectations effectively.

There are three key areas where you can look to create value:

  • what you do
  • how clients experience what you do
  • who you do it for

While improving the quality of your services is important, it's equally crucial to consider how your clients feel about your offerings. Clients value the experience you provide them more than just the services themselves.

Focus on improving client experience through better communication, personalised services, and proactive engagement. Identify areas where you can add value that you may be overlooking or undervaluing in your current offerings. Explore additional services that can enhance the value you provide to your clients.


Making your clients feel confident, valued, and understood is key to creating lasting relationships and driving loyalty. Clients care more about how you make them feel than the specific services you offer. By focusing on providing exceptional customer service and addressing their emotional needs, you can elevate the perceived value of your offerings. By prioritising the client experience, you can set yourself apart from competitors and build a strong reputation based on trust and empathy.


Identifying and targeting your ideal clients is essential for creating value that is appreciated. Not all clients will perceive your services in the same way, so focusing on those who align with your offerings can lead to more significant returns and long-term relationships.

Concentrating your efforts on clients who value what you do and are willing to pay for it, can ensure that your efforts are directed towards those who appreciate and benefit most from your services. If you don’t know who your ideal client is, download a copy of our ideal client workbook.


Fee tension is a critical concept in capturing value effectively. By pushing your prices towards what your ideal clients are willing to pay, you can determine the optimal rate that maximises your revenue and profitability. You should have some clients say no to your pricing to find the sweet spot that aligns with your value proposition. Consider this scenario: if your services are priced at $2,000, you might find five clients willing to engage with you. However, if you elevate your prices to align with what your ideal clients are prepared to pay, say $5,000, you might see only two clients agreeing to your pricing. In this case, you're dedicating your expertise to just two clients, but still earning a total of $10,000, as opposed to managing five clients. But in order to get to this point you need to create fee tension.


While creating value for your clients is paramount, capturing that value within your business operations is equally vital. An often overlooked but crucial component of value capture is operational efficiency and cost management. Technology and automation tools, for example, can streamline repetitive tasks, freeing up your time to focus on high-value activities that directly contribute to client satisfaction and value creation. By streamlining processes and reducing unnecessary expenditures, your business can enhance its profitability and reinforce its value proposition.

The value creation and capture framework provides a structured approach to business growth and success. By centring your efforts on creating value for your ideal clients and effectively capturing that value, you can drive sustainable growth.

If you are ready to take your business to the next level, book a complimentary Strategy Session with one of our Performance Specialists.

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