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What Others Say about Value Prop

“Jose Palomino not only points out the crucial significance of a value proposition, but also shows you how to create one—an extremely good one. His brutal honesty should be your cherished ally. His ideas are pure gold—no, even more valuable.”
Jay Conrad Levinson
Bestselling Author “Guerrilla Marketing” Book Series With Over 20 million Sold

“Value Prop gets to the heart of what matters in competitive markets—why should customers do business with you? It shows you how to take complex products and services to market with a simple and powerful message that opens doors and leads to improved market share gain.”
— Michael Treacy, Treacy & Company Inc.,
co-author, The Discipline of Market Leaders and author, Double-Digit Growth

“Jose Palomino knows that the secret to effective communication is an understanding of how your products and services solve problems for customers. Value Prop shows you the importance of listening before you start selling. If you want to connect to your customers and stand out from the rest of the pack, follow Palomino’s proven formula.”
— David Meerman Scott
Bestselling Author The New Rules of Marketing and PR

“A truly enjoyable read! It does a wonderful job of discussing value proposition development in the context of the entire marketing process. Great examples. Easy-to-read style. It makes a powerful connection between messaging and sales execution. As important, Value Prop provides readers with a roadmap for getting there. A key point it makes is the dramatic impact the development of effective ‘value props’ and sales dialogue can have on close ratios, cost of sales and profitability. A sales force will improve results by applying the concepts in this book and drive real sales growth!”
— Dan Ross
Executive Director, Entrepreneurs Forum of Greater Philadelphia and long-time IT Industry Marketing and Sales Executive

“Palomino clearly articulates a straightforward way to build and communicate a promise to a specific target audience—an essential exercise that is too often undervalued or overlooked entirely.”
— Reed Cundiff
Senior Director, Market Research Microsoft Corporation

“An excellent, step by step approach for companies to honestly assess what they really have to offer and how to use it to win in the marketplace. Value Prop offers a practical and pragmatic transition of key messaging concepts into real-life selling situations.”
— Jack Ferraioli
Vice President, Customer Relationship Development, Vertex Inc.

Value Prop cuts right to the chase: what’s so great about your product or service and why should people buy it? Jose Palomino succinctly and effectively argues that without a compelling value proposition, there can be no differentiation and without a differentiated value proposition, sales and marketing will be uphill. If you read this book, you will get the shorthand version of what it takes to stand out in the market: Value Prop is a highly focused, practical guide to what is too often treated as mysterious and convoluted. This book is all you need.”
— Stephen J. Andriole, Ph.D.
Professor of Business (Thomas G. Labrecque chair), Villanova University, and Former SVP and CTO of Safeguard Scientifics, Inc. and CIGNA Corporation.

“Palomino offers a refreshing strategy-to-action approach for executives seeking an immediate impact for their businesses. Company leaders can immediately begin using the I3 approach to revamp and improve their messaging, channel and sales programs in new and exciting ways.”
— Ed Wallace
Co-Author, Creating Relational Capital and President of The Relational Capital Group

Value Prop gives new and seasoned sales and marketing professionals the tools, incentive and encouragement they need to move their marketing message from the lost realm of the undifferentiated to becoming truly distinct and effective door openers and deal closers.”
— Richard Bailey
President, Client By Design, LLC, Contributing Author, Guerrilla Marketing on the Front Lines: 35 World-Class Strategies to Send Your Profits Soaring

“The world is not run by those who are right; it is run by those who can convince others they are right. To win, you not only need to know HOW—you need to know WHY. In a very well written book, Palomino helps us understand WHY people choose what they choose and beautifully deals with the HOW of developing effective value propositions.”
— Jamshid Gharajedaghi
Managing Partner & CEO of Interact and Original Contributor to Third Generation Systems Thinking Methodology

“Clear, effective and easy to read, Jose Palomino has given the business world a gift in his first book, Value Prop. Real and dynamic differentiation for today’s environment, grounded in efficacy and results, marketers and executives will want this on their bookshelves.”
— David G. Henkin,
Author, Conversation Innovation and C-level executive

“In Value Prop, Jose Palomino shows that he is an innovative marketer who’s listening and practicing what he preaches. Read this book. Give a copy to a friend—especially if they have to survive and win in highly competitive markets. They will thank you for it!”
— James Barnes
Chief Relationship Officer, Vanguard Charitable Endowment Program

“The business world is littered with the bodies of companies that thought they had the next great product, but ignored the strategic necessity of a tight value proposition. This book is fantastic at taking the reader through a logical and powerful framework to maximize the value of your product and product messaging in crowded and confusing markets.”
— Bradley Hecht
COO, Iconoculture, Inc. and former Executive at Yankee Group, MIT and Gartner, Inc.

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