Consistency ensures that the competitive advantage of activities accumulate and do not erode or cancel themselves out. It makes strategy easier to communicate and improves implementation through single-mindedness.

Michael Porter, management guru

Relevant, distinctive & true. B2B value propositions…

“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 true. It’s about understanding your customer, your competitor and your product.”

Simon Hayhurst, Coleman Parkes B2B Research