‘Direct from the Source: What a value proposition is, what it isn’t and the 5 questions it must answer’ – ‘MarketingExperiments’ Blog
Brian Carroll says, “Michael Lanning invented the term “value proposition” back in the 80s. Since then, it has become a staple in the marketing lexicon, and volumes have been written on the subject, including Lanning’s own book, Delivering Profitable Value: A Revolutionary Framework to Accelerate Growth, Generate Wealth, and Rediscover the Heart of Business.
I had the privilege of speaking with him recently about how the concept has evolved over the past three decades and what he thought about that evolution.
“‘Value proposition’ has been widely adopted since the 1990s as a marketing and selling tool — everyone knows they need a good value proposition to sell their product,’” Michael said.
However, Michael believes the focus is too narrow and misses the opportunity to influence business strategy. Michael explained that value propositions should:
1. Drive, but not be equated with, your message. It should be an internal articulation, to be echoed by your message. It should not be your actual selling line or slogan”.
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