Value Proposition: n. (in marketing) an innovation, service, or feature intended to make a company or product attractive to customers.

A more useful definition of a value proposition is "a believable collection of the most persuasive reasons people should notice you and take the action you're asking for."

When you start thinking of your product's value propositions - write down as many as you can. Start with too many - so that when you start looking at all the value that your new product provides, you have a number of propositions to choose from when focusing on your core offering.

One of the best tools for identifying your core value is a tool called a SWOT Analysis. SWOT stands for: Strengths (internal), Weaknesses (internal), Opportunities (external), and Threats (external). The key to successful planning comes when you align your internal Strengths with external Opportunities. That's where you find your unique value. That's where you leverage the one thing that makes you different from everyone else so you can successfully grow your business.

Apple doesn't have the largest product selection. Amazon isn't the most prestigious. Tiffany's isn't the cheapest. People buy from them for other reasons, but you can't just say you're the best. You have to prove it, as well.

In this online workshop, you'll identify what customers will do with your product and focus your value proposition from their perspective, not yours.