How to create your unique value proposition
Thursday, January 21, 2010 at 8:16AM Do you remember life before FedEx? If you wanted to get a document or small package from Point "A" to Point "B" you had a few choices. You could engage a shipping company such as UPS, or you could do what most did, and engage the Post Office. Sending a letter by the Post Office cost less than a dollar. Along comes this new company who offers to transport your parcel for $15! But the catch is that they will guarantee that the parcel arrives at it's Point "B" by the next day, regardless of where the Point "A" may be.
Their promise to the customer, articulated in their catch-phrase "when it absolutely positively has to be there by 10am the next day", is the best example I know of a strong value proposition.