Boost the Value of Your Value Proposition

Messaging gets muddled when the value proposition is left to chance.
But what is it? What's it designed to do? And where's the, ahem, value, in creating one in the first place?
In this episode, Alan, Siân and Helen chew the value proposition fat – dispelling some myths (the value prop isn't a mission or vision statement), and explaining how to smuggle one past a reluctant boss.
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