Regardless of your industry, what you do, or your business type, two things are probably true: 1) you rely on customers and clients for success, and 2) you have competitors. As such, how you market your business is a critical part of business longevity, reputation, and influence.
This is why value proposition becomes so important. Indeed, a value proposition is arguably the most important aspect of your overarching company message, and potentially the most critical element of your marketing strategy.