Value is a commodity word, it is used in so many ways that it is hard to figure out its deep meaning. When we are around a value proposition we can find some elements that can give value to the proposal: newness, performance, customization, «getting things done», design, brand/status, price, cost reduction, risk reduction. I think that looking at our habits as a consumer, we can easily understand why we are attracted from those. The real difficulty is to understand if a product is able to seize something similar.
As for the idea, the first step of the value is inside the designer (the person who is in charge of defining the value, the model and the proposal). We must have passion and a great confidence in our idea and then figure out the characteristics we believe in and sell them to other people.
If we align our thought to a foreign schema we will follow something or somebody and in most of the cases, this is the way to failure.
The fundamental question is «Who cares?» And then find someone who would spend money with you. If the first person who would spend money on our product/service is me, start from people like us. That’s the schema unawarely used by a lot of successful entrepreneurs. The value starts with the passion, the energy we can put in our idea, in our job: one of the best suggestion for «creating value» is «don’t give up». Everything at the beginning should seem impossible.