CHAPTER 18Compelling Themes

It’s time to revisit the concept of the value proposition.

You’ll remember that you started to work on value propositions way back in Stage One. But at that point the value proposition was targeted to the territory as a whole. You kept the theme of value top of mind throughout the process and remained laser focused on the question of identifying the value you could ultimately bring to the market. In this chapter, the value proposition evolves to the opportunity level with themes that are compelling to specific individual decision makers because they are directly aligned to their specific needs and pains.


Create a powerful, customized, value-driven message.

The evolution of the customized ...

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