‘This book is essential reading for strategic marketers and those involved with setting go-to-market and product strategy. If you really want to generate returns on your activities, don’t invest in any programmes without reading this book first. In my view it perfectly balances a practical hands-on approach, depth of content, and critically – is peppered with relevant case studies. For me, the most compelling part of the approach is the way it neatly dovetails strongly into The Challenger Sale approach. In my experience it’s essential to understand and craft your total value proposition first as this provides the ideal baseline from which sales can tailor their Challenger stories for maximum resonance’. -- Greg Wilson – European & UK Strategic Development Manager, Canon Europe

‘Don’t invest in any marketing, go-to-market or customer experience programmes without first taking on board the approaches in this book.’ -- Les Mara – BPO Head of Europe, HP

'Value propositions are the most useful selling tools marketing has ever created, although - up until now - there's been very little advice to help salespeople use them. Here, for the first time, the authors have given us a comprehensive and practical guide that fills a real need.' --Neil Rackham, Author of Spin Selling and Visiting professor at Portsmouth and Cranfield Business Schools.

'Ninety percent of directors don't know what the components of a strategy are (HBR 2008). Even fewer know what a value proposition is, yet it's this which makes the difference between success and failure. At last there is now a practical and very readable book spelling out how to build a value proposition. I commend this book to you.' --Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management.

About the Author:

Cindy Barnes is a product and service innovator and strategic business developer, she gained her practical experience at leading organizations such as Panavision and Capgemini, where she created the value proposition function and led business development. Cindy is the founder and Chief Innovation Officer of Futurecurve.

Helen Blake is a leading marketer and business developer and has held senior positions in a number of the world's largest consulting firms, including Accenture and KPMG. Helen is the CEO of Futurecurve.

David Pinder is a leading communications specialist. He has worked in sales and marketing roles with Procter & Gamble, Hertz Corporation and Forte Hotels, and now provides value-creating business writing support for some of the world's leading companies, including Accenture.

Futurecurve is a leading advisory company that helps organizations discover, create and build market-facing value. Visit Cindy and Helen at www.futurecurve.com.

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