How to Create a Legitimate, Compelling, Resilient, Profitable Value Proposition?

There's a big dicotome between what companies think they are offering and what is truly important to the customers. And how is it that the customer plays almost a bigger role here in terms of what the value is? Can you give examples of how a company hav been able to talk to their customers and develop a valued proposition that was completely different from what they had thought they were doing? We've worked with a, er, a very innovative municipal council in the u.K., als bury aylesbury district council. i don't believe that you can create a legitimate, compelling, resilient, profitable value proposition for your company without involving customers, without involvingyour customor facing