What is the definition of proposition?

The definition of a proposition is: “An easy-to-understand reason why a customer should choose a specific brand, product, or service now, over all competitors and alternatives.”

A proposition is the simple statement that convinces people by emphasizing the truly distinctive power of an offer and creating urgency. At the moment of truth (Moment of Truth), a customer chooses a brand. This applies to a consumer in the supermarket, but also to the purchasing committee of a large company in a meeting room. All marketing and sales efforts have led to this moment, and it is the proposition that can make the difference at such a moment.

A simple statement ensures there is a clear choice, your brand or the competition, and that your customer can easily remember it. The clearer the consideration, the easier it is to convince people when it matters. By focusing on the truly distinctive power of your brand, you stand head and shoulders above the competition. Finally, there is the opportunity to create urgency—why is now the moment to choose your brand?

We also wrote extensively about the difference between positioning and proposition.