The concept of “Value Proposition” has 2 parts: Value & Proposition.

Value is a concept with an abstract nature. All human values are essentially symbolic objects: loyalty, quality, accuracy, faith, love, family, you name it.

Proposition, on the contrary, must be specific, so specific that we might be able to sense it. It must exist as an object.
The link between value and offer is quality attributes: qualities offer that makes it worthwhile.

Thus we have a chain:
object → attribute → value

Those create a Value Proposition (for our clients to whom we’re offering a product/service).

But how often do we create our proposal, forgetting about some chain components?

• Expert writers (forgot the proposition & attributes)
• Convenient personal account (forgot the attribute)
• Support (forgot the value & the attribute)
• Support 24/7 (forgot the value)

All these understatements lead to poor customer experience. Clients don’t understand what is offered. They don’t know why they need to buy that. Moreover, they suspect a scam.