Value Creation Logic 2.0 — The "Decision Model Innovation" Rewrite of the Business Model Triangle

Introduction: When Margins Erode, the Value Triangle is Breaking

Most executives are fluent in the business model triangle: Create, Capture, Deliver VALUE. But under commoditization pressure, this elegant triangle collapses:

• Margins shrink (capture fails)

• Customers grow indifferent (creation erodes)

• Delivery cuts impact service (delivery weakens)

The traditional response — cost cuts, new features, rebranding — only delays the inevitable.

What executives need is a new logic: Value Creation 2.0, as introduced in my The Executive Playbook to DMI --> find more information about the DMI Playbook here: https://rogermoser.substack.com/.

Conceptual Core: DMI as a Rewrite of the Triangle

1. Value Creation 2.0: Shift from “problem solving” to “decision support.” Increase willingness-to-pay (WTP) by making the customer feel more confident and less uncertain about the decisions they have to make.

2. Value Capture 2.0: Price not for functionality, but for the reduction in risk, time, and cognitive load. Capture value through subscriptions, usage tiers, or outcomes.

3. Value Delivery 2.0: Build systems that combine physical products with data feedback loops, analytics, and interfaces to support ongoing decision-making.

Case Study: Celonis — Monetizing Operational Decisions

Celonis began as a process mining software provider. But its growth exploded when it repositioned itself around decision intelligence.

The Challenge: Enterprises were drowning in process inefficiencies but didn’t know which ones mattered most.

The Solution: Celonis didn’t just reveal processes — it ranked them, prioritized interventions, and embedded real-time decision recommendations into ERP workflows.

Strategic Benefits:

• Sold not software, but outcomes (process optimization).

• Clients paid based on improvements realized.

• Integrated deeply into workflows, increasing switching costs and recurring revenue.

Celonis didn’t deliver a dashboard — it delivered confidence and clarity for operations leaders. That's high-margin value creation.

The Role of the DMI Consultant GPT

To redesign your triangle:

• Use GPT to identify weak points in the current value logic

• Run WTP simulations based on proposed decision-support enhancements

• Redesign value delivery by stitching together data sources, interface ideas, and analytics tools

The GPT becomes a real-time ideation and simulation engine for strategy teams.

TRY IT OUT: https://chatgpt.com/g/g-680ad38b58ec8191bc009ef516b7ba99-decision-model-innovation-consultant

Conclusion: It’s Not About Doing More. It’s About Reframing What You’re Really Selling.

Your company may be selling loans, tractors, or enterprise software. But what your customer actually buys is reduced uncertainty, increased clarity, and better outcomes.

The DMI Consultant GPT helps you surface, systematize, and scale this new value.

In a world of infinite choice, the true currency is confident decisions. And those who help their customers make them will win — consistently and profitably.

Listen to the DMI Podcast here: https://rogermoser.substack.com/p/the-executives-playbook-for-decision-6d8

I want to thank SatSure for its continued support of this newsletter. SatSure is a great example of how Decision Model Innovation can lead to competitive solutions!