Let’s be clear, identifying and articulating a compelling Value Proposition (VP) can be challenging work.  The ‘gold’ in your firm that defines what makes you special can be buried quite deep or in unexpected places. It may be found in your process, your behaviours or somewhere else, and demands a keen eye to know where to look and how far to dig to potentially unearth the treasure that those working in the business either simply don’t manage to find, or see clearly for themselves. VP know-how Many of you will know that a true VP will succinctly define ‘what you...