A value proposition is where your company’s product offer intersects with your customer’s desires. It’s the magic fit between what you make and why people buy it. Your value proposition is the crunch point between business strategy and brand strategy.
When you’re starting a new project or a new company you need quick and dirty tools to help you focus on executing things faster and better. Good strategy tools exist only to help you focus on getting the right things done. The value proposition canvas is a simple tool that quickly gets you to the ‘minimum viable clarity’ required to start building and testing.