In a nutshell
Today, differentiation comes through emotions and not functional features. Especially, if you look at it from the Experience Economy (from Gilmore and Pine) . Do you know if you deliver the right emotional features? Can you leverage more the emotional dimensions in your value proposition for creating value? Answering yes means that you can create extra value through the emotional dimension of your value proposition
In the Marketing Canvas
In the Marketing Canvas, we have identified 6 main categories for building your Marketing Strategy: CUSTOMERS, BRAND, VALUE PROPOSITION, JOURNEY, CONVERSATION and METRICS. Each of these categories, have 4 dimensions which means that a total of 24 dimensions (6 by 4) are defining your Marketing Strategy.
EMOTIONS is a one of the 4 dimensions of the VALUE PROPOSITION category.
How do you use it?
In “The new science of customer emotions”, researchers find that customers become more valuable at each step of a predictable “emotional connection pathway” as they transition from (1) being unconnected to (2) being highly satisfied to (3) perceiving brand differentiation to (4) being fully connected.
When looking at your Value Proposition for your Marketing Strategy, you should build a compelling offer composed by FEATURES (see Marketing Canvas and Features) and EMOTIONS. EMOTIONS are fundamentals if you want to create value and step away from what we usually called commoditisation. I suggest you take the time to read HBR’s article on The new science of customer emotions  for understanding how emotions can increase the perceived value of your offer, thus your prices and your margin. This concept remains valid for B2B market .
The EMOTIONS of your Value Proposition should be aligned with the social and emotional elements of the JOB TO BE DONE and with the ASPIRATIONS of your CUSTOMERS, your revenue objective and your PURPOSE. If the Market is at a defined step (like the product stage), you should aim for the next step (like Service) in order to create more value.
EMOTIONS is a brake because you are not addressing the social job, emotional job or aspirations of your customers (request). You are not consistent with your purpose (vision) nor maximising the value potential (revenue) of your offer.
Are the EMOTIONS of your Value Proposition helping you achieve your goals?
Market and Economic Value, Laurent Bouty, https://laurentbouty.com/blog/2019/marketing-canvas-market-and-economic-value
Harvard Business Review, 2015, The new science of customer emotions
Harvard Business Review, 2018, The B2B elements of Value