- Includes clear, step-by-step guidelines to help readers design a value proposition for their own businesses, outlining the techniques the authors have honed during their experience with more than 600 companies
- Outlines the issues that arise from not having a successful method in place to sell a value proposition, so that readers understand the impact this has on a company's profitability and why this should be a core business consideration
- Explains the importance of translating a value proposition into a sales proposition, and using it to target one specific customer or group of customers
- Rich in case studies and real-world examples, including interviews with recognized business influencers