Organisations with leading value propositions earn and sustain greater revenues, margins and market share. They achieve this by selling "value", not price. This is why value represents the cornerstone of any profitable business transaction.

All very well, but what is "value"? Try and define it yourself...

Not easy, is it. But without an agreed consensus on what "value" actually is/ means and its composition, how can any organisation begin the process of optimisation to build a leading “value proposition". 

Uncertainty in this area explains why value is one of the most over-used and mis-undestood terms in marketing today. Turning the rhetoric into a compelling proposition with "real" substance provides quite a conundrum.

The Value Proposition Co. is Europe's value proposition specialists, providing solutions to this conundrum for leading blue chip service-related organisations and professional service firms.   

Next page...So, what is "Value"?