The idea of the benefit is crucial in our conception of the value proposition as it generates the virtuous circle between the functionality of the product/service and the customer need. But it isn’t a pretty new concept …
One of the most ancient texts that tried to regulate this relationship is the De Beneficiis, written by Lucius Annaeus Seneca, in approximately 54 – 64 AD. It’s interesting to note how the author points out the moral duty inherent in fulfilling the role of “benefit giver” and how, thanks to its reiteration, a mechanism of virtuous reciprocity can be started. This mechanism is the foundation of society’s balance and, thanks to a patronage relationship, this “dissemination of virtues” leads to the personal fulfillment of all the actors. The key, from Seneca is:
To activate a cycle of mutual personal satisfaction, based on virtues that exclude malice.
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