A value proposition is a statement that explains a product or service's value to its customers. It summarizes what a consumer should buy or purchase from a business and what solution it provides to a problem. A value proposition is used for business, marketing, and company strategies. 

Value proposition helps define the customer and the problem the product or service solves most effectively and innovatively possible. It is what a business or service provides to its customers. It may differ depending on the target audience, as it is what a business tells its customer or investor about what it does and how it can solve their problems. Businesses use value propositions to promote their marketing strategies and define their customers. By understanding the importance of a value proposition, businesses can effectively communicate what they offer and why it is valuable to their target audience.

The best value proposition is one that is lived and understood throughout the entire organization. This requires all teams to collaborate and deliver on the value proposition to ensure that the customer's experience matches what was promised. The operations team must deliver on those promises if the marketing team sells a product or service as price-efficient, convenient, or luxurious. If there is a disconnect between what is promised and what is delivered, customers will be left with dissonance and unlikely to return. Only then can a business build a loyal customer base and ensure continued success.

It is important to conduct research and interview potential customers in order to develop a strong value proposition. Understanding the customer's perspective is key to understanding their problems, fears, and needs, which can be used to create a solution that solves their problems by focusing on the customer experience and using customer feedback to improve the company's value proposition. There are different tools for developing a value proposition, such as proposition canvas and Blue Ocean Strategy canvas. Still, the most important thing is conducting customer interviews to gather information.

To communicate a strong value proposition, an innovator should focus on showing evidence of their product or service's success in the market. This includes demonstrating that the product is selling well, has good customer reviews, and is easy to use. Investors want to see traction in the market and evidence of success rather than just a pitch deck. Innovators should also conduct research and gather evidence to support their claims. Investors may even try the product themselves or do their own customer testing to see how it performs. Ultimately, the product's success in the market is the strongest indicator of a strong value proposition.

In conclusion value proposition is ultimately what the customer experiences when using the product, and companies should focus on delivering that promise rather than solely on marketing it. Customer feedback and perception of the product's effectiveness, ease of use, and cost-effectiveness are crucial in shaping the value proposition.

To watch the recording of the session: Value Proposition from the lens of a researcher Recording