The Offer Wheel
The map of the whole value system around one customer, built inside-out, that compresses into the one-page proposition.
The Offer Wheel is the tool used in the third phase of Offer Development and Innovation to turn a list of offer ideas into a customer value proposition. The book also calls it the CVP Wheel, and the chapter on the proposition builds it in that order. It is built inside-out: the customer’s future state at the hub, the value they receive around it, and only then the products, services and assurances that deliver it. Working from the outside in, which is how most suppliers instinctively sell, produces a product list with a customer’s name on it.
The finished wheel is the whole value system around one customer on a single diagram. Its job is to be compressed: the wheel becomes a page, the page becomes two sentences, the two sentences become the pitch. In the One Page Proposition the wheel is the second day’s work.
Set out in full in: Creating Customer Value Propositions with AI (Kogan Page, 2027), chapter 7.
Related terms
Customer value proposition
The answer to the customer's one real question: what is this worth to me? Said in two sentences, in their financial language.
Offer Development and Innovation (ODI)
The capability to repeatedly create propositions a competitor cannot copy. Three phases: needs analysis, offer ideation, value proposition.
The three rings
The customer's future state at the centre, the value they receive around it, your products in the outer ring. Customers buy the centre; suppliers sell the outside.
The future state
The customer's business as it will be once your promise is kept, described in their world and not yours. The centre of the wheel, in a dozen words.
The 7-P Offer Navigator
The marketing mix repurposed as the anatomy of an offer. Product and price are the shop window; the other five are the workshop, and the hardest to copy.
See the method run on one real account in three days: the One Page Proposition.