In my view, the company/product's value proposition is the No.1 item on the marketing agenda for a new business offering. All marketing messages are derived from the value proposition, particularly the flagship positioning statement. It's difficult to overstate the importance of this area when the product is in launch mode.

In basic terms, a simple, relevant and repeatable positioning statement is required that: 1. identifies the problem faced by prospects, 2. explains your plan to help them overcome it, and 3. describes a successful ending to their story.

Or to put it rather more flippantly: if you are the cure, what is the disease? If you are the solution, what is the problem? If you are the answer, what was the question?

This statement is a mandatory piece of product and service marketing. Without it, sales staff have no pitch to make and prospects will not see the necessity for the service. If not categorically locked down before you start going after sales, your effort will at best fall short, and at worst, fail outright.