General
value proposition
What does value proposition mean?
A clear statement of the unique value a product or service delivers to customers.
"Our value proposition is enterprise security at a startup price."
Origin
Marketing/strategy term popularised by McKinsey in the 1980s.
Frequently asked questions
What is a value proposition?
It's a clear statement of the unique value a product or service delivers to its customers.
How do you use value proposition in a sentence?
For example, 'Our value proposition is enterprise security at a startup price,' summarising the core benefit that makes the offering attractive.
Where does the term come from?
It's a marketing and strategy term popularised by McKinsey in the 1980s; it's often shortened to 'value prop'.
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