Finding the right value proposition is an art in itself. In many cases propositions are derived from rather rational thoughts and quantified. When we think about propositions we think about ‘what do we need to say/do to make our offer irresistible?’.

Finding that is not merely about finding a great insight or a benefit. It is about finding the perfect combination of emotional and rational drivers that allow your counterpart to think ‘I want to have that’.

The same principle applies to any audience, be it employees or consumers. With a yoghurt brand finding the right value proposition we helped achieve 30% sales increase without additional investment.