Focus on user impact, such as time or cost savings. Tips for Creating an Effective Proposition
Avoid empty claims like "we are passionate." Instead, provide evidence of value.
Integrate the core message into your marketing materials, as described in the ABB Baldor-Reliance brand guidelines.
State what makes your solution superior to existing alternatives (e.g., faster, cheaper, more sustainable).
Use the proposition as the core of your pitch to investors or decision-makers.
Customize your proposal based on the specific audience or company you are targeting.
Align your solution directly to the customer's needs and business drivers, rather than just describing your product features.
Use clear, professional structures for your pitch, such as an executive summary setting out the business case, as outlined in the A4S Entry Guide 2026. Using the Proposition in Business Contexts