“A proposition is the answer to the question ‘give me one good reason why I should buy your product’ … A good proposition has three factors: 1) relevance to your target audience; 2) it’s got to be distinctive from what the competition are saying; and 3) it’s got to be demonstrably your true. It’s about understanding your customer, your competitor and your product.”
Simon Hayhurst, Coleman Parkes B2B Research
People make the mistake of thinking that the people on the stage are defining something. But what happens if no-one turns up?
Noel Gallagher – singer, songwriter & guitarist – Oasis