The Corporate Foundation is the “support” element in the model for I3. It connects your company to your value proposition.

Let’s review where you are in the process:

• You looked at your target market and framed the value proposition with that market in mind.

• You tested the value proposition and concluded that that your target customer will receive the product or service concept as Innovative, Indispensable and Inspirational.

• So, why should a customer trust your company as the best choice to fulfill the promises conveyed in your value proposition?

The truth is that your messaging strategy might do a great job of educating your target market as to the possibilities implicit in your value proposition without necessarily anchoring those possibilities to your specific company. Think about “carry all your music in one beautifully compact and easy to use device…” or “…why not just log into your sales force automation software—today—without buying, installing and paying huge sums…”

The above are just two simple examples of firms that made these offers before Apple and Salesforce.com leveraged them into huge successes for themselves.

Why you? Why your product? A well-communicated I3 Value Proposition can compel your prospect to eagerly seek the value from an incumbent vendor (“can you do this?”) or to seek out alternatives (RFPs, for instance). This is why your I3 Value Proposition requires a Corporate Foundation. The Foundation ensures your firm reaps the harvest —the sale after raising your prospect’s consciousness regarding what’s possible: the promised benefits that form your value proposition.