Business is about providing value for customers. That’s kind of self-evident, but you’d be surprised how many businesses and how many marketing managers can’t really state what their business does that provides value for customers. Not to mention who their target customers, or “buyer personas” are; nor what’s unique about what they offer. A business value proposition is thus a statement of what the business sells (product or service), who wants it (target buyer personas), and what’s unique about it. Continue reading →