This short, entertaining business video delivered by https://chunkofchange.com business author, marketing expert and speaker Olga Mizrahi will get you understanding how to use UVP as the basis of all your business communication. Now, the boring definition: A value proposition is an inherent promise of benefit that a business and/or organization gives the customer, employee, or business partner. The customer understands the value as a benefits minus cost equation for a product or service in the given market. A large part of determining value is comparing to alternatives. Therefore, it is paramount that the firm communicates the unique part of the UVP, answering the "Why should they choose you?" and "What makes you different?" questions that are the most overlooked part of any business transaction. Basically: Why Choose YOU???