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Leading Through Uncertainty: How Umpqua Bank Emerged from the Great Recession Better and Stronger than Ever by William C. Taylor, Ray Davis

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7

The Value of a Value Proposition

I have always believed, and I still believe, that whatever good or bad fortune may come our way we can always give it meaning and transform it into something of value.

—Hermann Hesse

The term value proposition is thrown around a lot in business today. Almost every company claims to have one, but few people who run or work within them actually know what it is; in fact, they don't have a clue. In my mind, if a company's people don't know what its value proposition is, then it doesn't have one. To me, a value proposition is the sum total of the various ways that you differentiate your company and your products and services so people want to do business with you. I don't care if you sell Levi's jeans, table tennis ...

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