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Dictionary by pitch.dog
Messaging, proposition & voice · Core

Value proposition

Also called: customer value proposition, CVP, value prop

ELI5

A concise statement of the value an offer creates for a defined audience.

Used in conversation

“The team needs one controlled copy of value proposition, with an owner and date.”

Pitch context

You will see “Value proposition” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches messaging, proposition & voice.

Why it matters: In messaging, proposition & voice, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • PositioningA value proposition explains the value promised to a customer; positioning defines the place the offer should occupy relative to alternatives.
When the words have to travel

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Sources & evidence · 10

Direct term-level sources and supporting source families.