In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to customers. Having a clearly defined, quantified and conveyed value proposition will help companies become more profitable, but very few businesses use them effectively. In fact, recent McKinsey research shows that although 70-80% of companies talk about value propositions, only 5% actually have them in a meaningful form. Malcolm McDonald on Value Propositionsis an information-packed primer that helps readers understand exactly why...
In marketing and business contexts, a value proposition is an innovation, service or feature intended to make a company or product attractive to cu...