by Robin F. Goldsmith

Recently, “value proposition” has burst on the scene as a hot new buzzword topic of articles, speeches, and webinars. Ones I’ve seen seem to present pretty similar messages, with some good advice points yet ultimately still not getting it right. Despite saying value propositions should focus on the customer, the approaches I’ve seen pay lip service to but actually miss the customer view. They fail to realize that value propositions should reflect true customer value that meets REAL business requirements.

The presentations also all appear aimed at sales people, which I’d suggest indicates two requirements community opportunities. First, it’s not just sales people who can benefit from value propositions. Appropriately-formed value propositions would benefit business people, managers, project managers, developers, and business analysts too.

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