A 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.

Focusing on one value will certainly be the goal, however, during this session you might find several value propositions that you were unaware of, and even a new one that might be your final focus!