Specific Quantitative and Illustrative

NABC creates the value proposition

Needs

Approach

Benefits per cost

Competition

Carlson and Wilmot say “Good value propositions are specific, quantitative, and illustrative: they tell a story.”

Specific

Quantitative

Illustrative

I ain’t got much to say about this. You know what those words mean. Make a checklist. Actually do it. If you’re talking about a value proposition, get specific, get quantitative, and get illustrative.