Skip to content

Value proposition vs positioning

By Blake Emal · Updated · 1 min read

Positioning is the strategic choice of which customers you are best for, against which alternatives, and why. A value proposition is one message that comes out of that choice: the value a specific customer gets. Positioning has five parts; the value proposition mostly expresses one of them, value, for one audience at a time.

How they connect

In Dunford’s sequence, value comes from unique attributes measured against alternatives. A value proposition written without that chain tends to be generic.

FAQs

Which comes first?

Positioning. The value proposition depends on choices positioning makes.

Sources

  1. April Dunford, Obviously Awesome

Talk through your positioning in 15 minutes

Book a call