Customer value proposition (CVP)\Value proposition\Unique selling proposition (USP)

The personal, customer oriented ”Why”.

A customer value proposition is ”a reason for buying a particular product or service in relation to the value that it offers”. (Cambridge Dictionary)

”The sum total of benefits which a vendor promises a customer will receive in return for the customer’s associated payment (or other value-transfer). […] A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. […] a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.” (Wikipedia)

  • Uber CVP: ”Uber is the smartest way to get around. One tap and a car comes directly to you. Your driver knows exactly where to go. And payment is completely cashless.”
  • Apple iPhone CVP: ”Every iPhone we’ve made — and we mean every single one — was built on the same belief. That a phone should be more than a collection of features. That, above all, a phone should be absolutely simple, beautiful, and magical to use.”

Idea: The CVP is the sales pitch. Imagine you have the CEO in the elevator and she asks ”Why should I use X?”. The CVP is the answer you can give in less than 30 seconds.

The intranet should harmonise with the realisation of the organisation CVP. Generic intranet CVP suggestion: ”The intranet has the answers to your work questions. By using the intranet you get the work done smarter and faster”.










Core values

Organisational culture

Customer Value Proposition

Employee Value Proposition


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