marketing strategy

When I first heard the term “value proposition” years ago, I thought, what the heck does this obtuse phrase mean? In this context, value is a measure of desirability, and proposition means proposal. Google tells us that value proposition is “an innovation, service, or feature intended to make a company or product attractive to customers.” Oh, you mean selling point: “a feature of a product for sale that makes it attractive to customers.” Wikipedia adds another term, “In marketing, the unique selling proposition, also called the unique selling point or the unique value proposition in the business model canvas, is…