I define value proposition as the collection of the best reasons your target customers have for taking the action you’re asking for.
In other words, it describes why they would want to pay attention to you, join your email list, buy your products, or hire you. Or do anything else you hope for.
The normal definitions reduce the concept or value proposition to something that has little practical value. “Promise of value to be delivered” is something investors and executives consider interesting, but it’s far from what it could be.
Some time ago, I worked with Jeffrey Veffer to create a clear, strong value proposition for his business.
Typically, all his competitors offer essentially the same things. Differences exist, but they’re rarely anything more than differences in style.
Architects, like all creative professionals, often struggle to make their products and services clearly “better” or different than competitors.
But they, too, need to have a good value proposition. Otherwise, they can’t give people good reasons for even paying attention to their work.