Value Proposition Narratives (PDF)
When "Value Proposals", however excellent they may be, are poorly expressed, people fail in meetings and presentations. This happens to entrepreneurs, scientists, business executives and anyone who makes value offers to different counterparts. Usually it is thought that "captivating" with an offer is a quality that few people possess.
The author of this book suggests you stop depending on personal talent in order to offer a product, service or project, and instead systematically create commercial narratives using the various templates set out in this book.
This book provides a method that will be an important complement to any marketing and sales strategy, especially in B2B businesses, as well as a very useful model to present any offer to internal or external clients.