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What is a value generator?

A value generator is something tangible or intangible that produces experienced value when the user interacts with it, such as:

A product

A service

A facility such as this website

An event (conference, music festival)

An establishment (museum, theatre, restaurant)

An educational programme

An artistic creation: book, song, piece of music, painting, theatrical production etc.

How value is generated

Read more about value and how is it generated

What is uptake and how can it be activated?

Uptake The act of using, participating in, adopting, or taking advantage of an available product, service, opportunity, etc.

Source: Merriam-Webster.
Uptake of most types of value generator is activated through distribution channels (retail, wholesale, distributor, franchising, ecommerce, TV shopping, direct to consumer etc.) and marketing channels such as those listed below.
• Newspapers (national, regional, local)
• Magazines (consumer, professional)
• Inserts
• TV (terrestrial, satellite, cable, Internet)
• Radio (analogue, digital)
• Cinema
• Out of home (posters etc.)
• Flyering

• Internet (e.g. Google Ads)
• Search advertising (Pay Per Click)
• Directories and yearbooks (paid-for ads)
Direct mail (via postal system)
Household distribution
Viral marketing
Marketing collateral (brochures etc)
Newsletters and email marketing
Text (SMS) marketing
Social media posts (e.g. Facebook, Instagram, TikTok, Twitter)
Social media influencers
Content marketing
Book authoring and publishing
Conference talks
Seminars and workshops
Partner and affiliate marketing
Product placement
Promotional and ambient media
Public relations
Telephone marketing
Personal selling
Directory listings
Exhibitions and trade fairs
Corporate identity / branding
Merchandising and display
Sales promotion
The various forms of paid media, earned media and owned media are covered in this list.
In organisations, the introduction and adoption of new ways of working will be accomplished by other means, primarily:

Internal communications (email, presentations, posters, videos, intranet, texting, Slack and similar)

Briefings and workshops

Ideally, the uptake activation strategy should form part of the value generator concept.

If uptake activation work is carried out too far down the track, it may transpire that the marketing costs are so great that the product or service is not commercially viable, or even that there is no suitable route to market — for example, in the case of a new product aimed at the adult sector.

‘Garden shed’ inventors tend to devise a product and then try to find a market for it — a market that may not exist. You will be familiar with this situation if you have ever watched the TV programme Dragons’ Den (or Shark Tank if you’re in the US).

There may be a gap in the market, but is there a market in the gap?

Source unknown.
Professional innovators, on the other hand, create products and services for which there is a clearly identified need. The problem to be solved or the need to be satisfied is established during the work preceding idea conception, and the marketing strategy is embedded in the product concept. A classic example is Kit Williams’ book Masquerade.

Masquerade book cover

Masquerade is a picture book, written and illustrated by Kit Williams and published in August 1979, that sparked a treasure hunt by including concealed clues to the location of a jewelled golden hare that had been created and hidden somewhere in Britain by Williams. The book became the inspiration for a genre of books known today as armchair treasure hunts.

Source: Wikipedia.

In summary

Uptake activation work needs to begin during the Readiness stage of The Creative Lifecycle and continue throughout the Conception, Commitment and Gestation Stages. It should not be deferred until the post-introduction Potential Realisation stage, otherwise the value generation potential of the new creation may never be fully realised.

The Creative Lifecycle

Further reading


The Creative Lifecycle

Jobs-to-be-Done Theory and the Value Proposition Canvas

Readiness work

Specifying the value your new creation will generate

Synthetic and creative forms of imagination

Value and how it is generated