A core foundational element of a successful business is a well-designed value Proposition. It describes in visual storytelling terms how you can help your ideal customer achieve their business outcomes. Less than 20% of salespeople can explain why prospects should meet with them and fewer can differentiate their products and services from the competition.

If you can’t explain ‘What’s in it for me?”, then they naturally gravitate to price to make their decisions. A well-crafted, compelling value proposition is probably the single best investment in your success.