Value proposition refers to a business or marketing statement that an organization uses to explain why a consumer should purchase a product or use a service. Savvy management teams spend a lot of time defining ways to create differentiated value, yet creating a highly differentiated value proposition proves elusive for most.

A fundamental understanding of why customers buy is critical in forming a unique value proposition. This tool kit includes a Value Fitness Test, the B2B Value Pyramid, and the Target Value Diagram.