A value proposition is the set of promises that your offering makes to your customer. Some of these promises matter and some don’t. On one hand, there is one promise that matters most to you. This promise is the main promise. On the other hand, there is one promise that matters most to your customer. This promise is the main preference. The success of your offering depends on the main promise and the main preference being the same. To win, your wants and needs must match the wants and needs of your customer.
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