"Creating Value With Your Value Proposition"

Keynote speaker Michael Treacy emphasized that a company's value proposition is "the foundation of your growth." Good example of a succinct and wonderful value proposition: FedEx's "Absolutely Positively."  Two powerful words that say it all.

And who is that value proposition for? Never forget, said Treacy, that only person "writes the check" - your customer. Everybody else is just on the take.