{"id":9004111224893633,"date":"2025-07-25T15:25:55","date_gmt":"2025-07-25T15:25:55","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/resources\/?post_type=resources&#038;p=9004111224893633"},"modified":"2025-07-25T15:25:55","modified_gmt":"2025-07-25T15:25:55","slug":"solving-the-value-mystery-with-mike-wilkinson","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/podcasts\/product\/solving-the-value-mystery-with-mike-wilkinson\/","title":{"rendered":"Solving the Value Mystery with Mike Wilkinson"},"content":{"rendered":"<audio class=\"wp-audio-shortcode\" id=\"audio-9004111224893633-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/mcdn.podbean.com\/mf\/web\/q9asuq3i5jmfztpg\/Mike_Wilkinson_Final_mixdown64fwj.mp3?_=1\" \/><a href=\"https:\/\/mcdn.podbean.com\/mf\/web\/q9asuq3i5jmfztpg\/Mike_Wilkinson_Final_mixdown64fwj.mp3\">https:\/\/mcdn.podbean.com\/mf\/web\/q9asuq3i5jmfztpg\/Mike_Wilkinson_Final_mixdown64fwj.mp3<\/a><\/audio>\n<p>Value Sales Expert Mike Wilkinson joins us to break down what value really means\u2014and how cross-functional teams can define, quantify, and deliver it in a way that drives customer decisions and revenue growth.<\/p>\n<p><strong>Key Takeaways:<\/strong><\/p>\n<ul>\n<li><strong>Value Is Customer-Defined<\/strong>\u00a0\u2013 True value isn\u2019t what your product does. It\u2019s the result your customer believes they\u2019ll achieve by using it.<\/li>\n<li><strong>The Value Triad<\/strong>\u00a0\u2013 Use revenue\/performance gains, cost reductions, and emotional connection as a framework to tailor your value story.<\/li>\n<li><strong>Cost of Inaction<\/strong>\u00a0\u2013 Show what\u2019s at stake when customers do nothing. It creates urgency and reframes your solution as essential.<\/li>\n<li><strong>Product Working with Sales Means Better Value Messaging<\/strong>\u00a0\u2013 Product teams must collaborate with sales to build customer-centric content that leads with outcomes, not just features.<\/li>\n<li><strong>Curiosity Wins<\/strong>\u00a0\u2013 Great sales conversations start with great questions. Understanding the customer\u2019s world is more powerful than pitching yours.<\/li>\n<\/ul>\n<p><strong>Guest Bio:<\/strong><br \/>\n<a href=\"https:\/\/www.linkedin.com\/in\/mikewilkinson-thevalueexpert\/\" target=\"_blank\" rel=\"noopener\">Mike Wilkinson<\/a> is a value selling expert and Director at <a href=\"https:\/\/axiavalue.com\/\" target=\"_blank\" rel=\"noopener\">Axia Value Solutions<\/a>. With decades of experience helping organizations articulate and deliver customer-focused value, Mike is passionate about transforming sales conversations from product pitches into strategic outcomes.<\/p>\n<div class=\"video-container\"><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/dldzwISVaik?si=FGSm_1EBcuhFduV8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<p><strong>ABOUT PRAGMATIC INSTITUTE:<\/strong><br \/>\nSince 1993, Pragmatic Institute has provided training and professional development for product, design, and data professionals. Our comprehensive methods and Pragmatic Framework equip professionals with the skills to accelerate innovation, increase customer satisfaction, and bolster revenue. We offer online, in-person, and on-demand courses taught by industry experts with decades of experience.<\/p>\n<p><strong>EPISODE LINKS:<\/strong><\/p>\n<ul>\n<li>Learn more about how to boost your PM skills with <a href=\"https:\/\/www.pragmaticinstitute.com\/workshops\/\">our courses<\/a><\/li>\n<li>Explore our <a href=\"http:\/\/www.pragmaticinstitute.com\/product\">training and certification paths<\/a><\/li>\n<li><a href=\"https:\/\/www.pragmaticinstitute.com\/about-pragmatic\/\">Learn about Pragmatic Institute<\/a><\/li>\n<li>Subscribe to our <a href=\"https:\/\/www.youtube.com\/channel\/UCNJI2Tv2yxOLBI02nyJoprA\">YouTube Channel<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Value Sales Expert Mike Wilkinson joins us to break down what value really means\u2014and how cross-functional teams can define, quantify, and deliver it in a way that drives customer decisions and revenue growth. Key Takeaways: Value Is Customer-Defined\u00a0\u2013 True value isn\u2019t what your product does. It\u2019s the result your customer believes they\u2019ll achieve by using [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":9004111224893634,"menu_order":0,"template":"","categories":[],"tags":[],"content-series":[],"content-format":[9004111223044228],"framework-box":[],"vertical":[131],"ppma_author":[1262],"class_list":["post-9004111224893633","resources","type-resources","status-publish","has-post-thumbnail","hentry","content-format-podcast","vertical-product","author-pragmatic-institute-expert-training-for-data-design-product"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Solving the Value Mystery with Mike Wilkinson<\/title>\n<meta name=\"description\" content=\"Mike Wilkinson shares how product and sales teams can define and deliver value that resonates with buyers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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