Definition
A value proposition states what benefits an organisation, product or service provides and why it is valuable compared with available alternatives.
Human Explanation
It explains why a customer should choose the solution.
Why it Matters
It focuses work on real recipient needs and the advantage offered.
Conceptual Boundary
It is not a marketing slogan; it should be based on demonstrable benefits.
Practical Perspective
It may concern cost, quality, safety, efficiency, convenience, lead time or other customer value.