"A value proposition should be defined and regularly reviewed at every level where you also develop a strategy. Remembering to do so will make you a better strategist.
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At the customer level, great sales reps know how to pitch a company’s solution in a way that describes how a specific customer’s situation will benefit from that solution. When companies merely respond to questions in an RFP, and fail to present a strong value proposition, they end up competing on price alone.
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At the offering and category level the value proposition sets in motion the entire marketing communications and sales strategy, including branding."
Trecho retirado de "The role of Value Propositions in Business Model Strategy"
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