The thing about business books and marketing classes is that they talk about value propositions but don’t go into any depth about what they are, the benefits of them and most of all how to create a good one. Often the value proposition is nested inside of a “brand positioning” chapter but with little step-by-step guidance for creating the value proposition. This book really is a work book not just theory. I’ll show in you in 5 steps how to create a business, product or service value proposition that offers REAL value to your customers. You'll get lots of helpful examples and tools along the way. When you follow this method you'll achieve the kind of value that motivates your sales force to sell and excites your customers to buy. Let's get started.