When it comes to value creation, Volvo is a good example.

Volvo has been making safe and reliable cars for decades. They call their value “Freedom to move” and use it as the foundation for developing services freely within that playing field.

For instance, they don’t just make cars—they also make buses, trucks, and construction equipment. They even have a service that can help you find the right car if yours gets stolen!

They’re able to do this because they’ve established themselves as the brand with the best safety record in the industry, which allows them to create a sense of security among their customers that enables them to have more freedom—whether that means freedom from fear or freedom from worry about getting stuck on the side of the road with no cell reception.