Whenever I coach someone about the reasons why a customer usually decides to build or buy an IT product or service, I suggest for him to study my “Eleven C’s of Business Value” list. This list contains the most important business value statements that everyone who comes in contact with customers on a daily basis should know blindfolded. That list is:

  • Generate Cash
  • Attract Customers
  • Stay Competitive
  • Reduce Costs
  • Enhance Communication
  • Enable Collaboration
  • Build Connections
  • Manage Complexity
  • Ensure Compliance
  • Accelerate Change
  • Understand Consumers

All of these aspects have a common background: Enhancing the chances of success by increasing the effectiveness of the organization. Which reasons would you add to this list?