Creating collective value through customised value

I recently made what I hope was a compelling case for creating a customer-specific unique value story for every significant customer opportunity.
I now want to turn my attention to a critical complement to every such value story: making explicit connections between collective organisational and customised stakeholder value.
This involves creating an “umbrella” value story that explains why it is in the organisation’s interest to act and aligning this overall story with more tailored value stories for each of the key interested parties.
In this way, we can clearly articulate “what’s in it for you?” for the whole organisation, for key functions and for key stakeholders – and establish the essential connections between them.
Let me first remind you of the three key questions that underpin each customer’s unique value story:
Why do they need to change at all, rather than stick with the status quo?
Why should