Proposals your customers can't refuse

09/14/2009 | Harvard Business Review online

Can you explain how your business benefits your customers? Those benefits are your business's "value proposition," and venture capitalist Anthony Tjan argues that there are only four propositions that motivate buyers. Consumers are looking for quality, value, luxury or something they can't live without, Tjan writes. If your company doesn't offer at least one of the above, "it is time to adjust."

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