The value of effective value propositions

In business today, you only have the ear of a prospective customer for a short period of time. If you cannot articulate a compelling value proposition that resonates precisely with their needs and expectations, they will almost certainly move on to your competitors.

If another competitor does stand-out in the crowd, you may be quickly overlooked. If no competitor stands-out, price will eventually drive customer decision-making. Either way, the consequences are not good.