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"You are not competing against your competitors’ offerings. You are competing against their value propositions. Your value proposition needs to be compelling enough to be able to: overcome the value proposition of your competitors (taking care that you consider substitutes and all possible alternatives in your thinking, but manage to avoid ‘analysis paralysis’!) and overcome the ‘do-nothing’ or ‘in-house’ options."

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Trecho retirado de "Creating and Delivering Your Value Proposition" de Cindy Barnes, Helen Blake e David Pinder.