Author’s Note: This is Step No.1 of a six-step logic chain based on the Problem, Insight, Logic and Assumptions (Pila) reasoning stack. Most organizations misclassify what a value proposition is. They treat it as messaging, positioning or branding clarity. A communication asset owned by marketing and expressed through differentiation language. This is a category error. […]...Keep on reading: Contract of relevance: Why value proposition is governance decision