Like many things in life, it is sometimes easier to identify poorly written value propositions than it is to write good ones. A review of value propositions found on the Websites of major services providers reveals these common pitfalls:

• Inside-out focus. Have I told you enough about me?
• Too much jargon. Marketing-speak and technobabble.
• No unique differentiation. Heard one, heard them all.
• No statement or quantification of value. Where’s the beef?

According to ITSMA’s definition, a value proposition is:

A clear and simple statement that reflects the essence of the unique value a business will provide to a client or target market through a combination of benefits and price.