--- title: Two AMS Articles Awarded 2015 Best of Visions Finalist Award by PDMA description: AMS is proud to announce that both Vice Chairman Gerry Katz and Principal John Burns, Ph.D. have been awarded the 2015 Best of Visions Finalist Award. image: https://blog.ams-insights.com/hubfs/Imported_Blog_Media/value%20with%20highlighter.jpg --- - [Instagram](https://www.instagram.com/ams_insights) - [Toolkit Login](https://voctoolkit.ams-inc.com/login/) - [Join Us](https://www.ams-inc.com/why-work-at-ams/) - [0 Items](https://ams-insights.com/registration/) [![AMS_web_logo_final](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMS_web_logo_final.png)](https://ams-insights.com/) - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) Select Page - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) # Two AMS Articles Awarded 2015 Best of Visions Finalist Award by PDMA Applied Marketing Science (AMS) is proud to announce that both Vice Chairman Gerry Katz and Principal John Burns, Ph.D. have been awarded the 2015 *Best of Visions* Finalist Award for their articles, “Value Creation, Value Added and Other Business Cliches: Does Voice of the Customer Have Anything to Do with This?” and “Beyond the Product: Keys to Successful Innovation in Commoditized Markets”, respectively. The 2015 *Best of Visions* Finalist Award is granted by the Product Development & Management Association (PDMA) and was presented at the [2016 PDMA Annual Conference](http://www.pim.pdma.org/) in Atlanta. In [*Value Creation, Value Added, and Other Business Cliches: Does VOC Have Anything to Do with This?*](http://ams-insights.com/our-latest-thinking/articles/value-creation-value-added-business-cliches-voc-anything/), Katz discusses what exactly is meant by “value” and how to create it by gaining a clearer understanding of customer needs. In [*Beyond the Product: Keys to Successful Innovation in Commoditized Markets*](http://ams-insights.com/our-latest-thinking/articles/beyond-product-keys-successful-innovation-commoditized-markets/), Burns examines ways companies in commoditized markets can create meaningful innovation, differentiate their company from the competition and win on something other than price. If you would like to learn more about their respective articles or discuss VOC or other research methods, contact Gerry Katz at [gkatz@ams-inc.com](mailto:gkatz@ams-inc.com). To stay up-to-date on news like this, subscribe to the AMS blog. 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