TEV or Economic Value to a customer (EVC) is a measure of how much value an individual customer, or customer segment, gets from using a company’s products or servicesThe higher EVC is to a customer, the more likely they will pay a higher price for a product/serviceEVC = Tangible value the product provides + Intangible value the product providesFunctional (or utilitarian) needs. I buy a Sam Adams beer to quench my thirst.Social needs. I buy a Sam Adams beer to fit in with the people at my office holiday party.Ego-expressive (or symbolic) need. I buy a Sam Adams beer to make me look upscale and intelligent.Recreational needs. I buy a Sam Adams beer to have a prop to hold and something to fiddle with while I am at a bar. Absolute EVC = Your product’s EVC – Costs customer must incur to purchase the productRelative EVC = [Your product’s EVC – costs to customer to purchase your product] – [The next best alternative’s EVC – costs to customer to purchase that product]If a product relative EVC is negative, customer is unlikely to buy the product.hbr.orgA Refresher on Economic Value to the CustomerWhy should consumers buy your product?