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 three rings is the model from Infinite Value that underpins the Offer Wheel. At the centre sits the customer’s future state: what their business is trying to become. Around it sits the value they receive on the way there. In the outer ring sit the products and services that happen to deliver that value.
Customers buy the centre and the middle. Suppliers, left to themselves, sell the outer ring, because that is what they make and what their brochure describes. The model is a discipline for building every proposition from the inside out, and a diagnostic for reading any existing one: if the document opens with the outer ring, it was written for the supplier.
Set out in full in: Davies, Infinite Value (Bloomsbury, 2017).
Related terms
See the method run on one real account in three days: the One Page Proposition.