Episode 13: Value is in the Eye of the Beholder

Value Coffee Talk Marian DeSimone

Podcast Description

Where does the term “Value is in the Eye of the Beholder” come from, and why is it so important? 

In this Value Coffee Talk we discuss this topic with value consulting expert Marian Desimone, learning about how to best create value-based personas and leverage this to create deeper, more effective engagements and business case proposals.

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The conversation explores the importance of identifying stakeholders and engaging with customers and target personas. They also highlight the power of understanding customer needs and the challenges that sellers face in engaging with customers effectively. The episode concludes with advice for the Enterprise Value Collective.



  • Value is subjective and depends on the individual’s needs and perspective.
  • Identifying stakeholders is crucial in value engagement, as there are often multiple decision-makers and influencers involved.
  • Engaging with customers and understanding their target personas builds trust and helps tailor value messaging.
  • Effective value engagement requires active listening, asking the right questions, and practicing the art of discovery.


00:00.   Introduction

00:29.   Guest Introduction

01:50.   Value is in the Eye of the Beholder

04:35.   The Importance of Identifying Stakeholders

06:23.   Engaging with Customers and Target Personas

07:52.   The Power of Understanding Customer Needs

09:30.   Challenges in Engaging with Customers

12:34.   The Results of Effective Value Engagement

16:20.   The Value of Practicing Value Engagement

19:14.   Advice for the Enterprise Value Collective

20:30.   Conclusion

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