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

Simon Hayhurst, Coleman Parkes B2B Research

Very often the biggest challenge for a communicator is not in providing a meritorious case but in convincing recipients to devote their limited time and energy to considering its merits.

Dr Robert Cialdini