Meet Jose Palomino: Your Partner in Value Proposition Design

I'm glad you're here.

If there’s one thing you should know about me, it’s that I’m passionate about helping businesses uncover their true value—the unique edge that sets them apart. Whether you’re an underdog fighting for market share or a B2B leader ready to unlock your next phase of growth, I’ve built my career around crafting strategies that work.

Yes, I’ve had the privilege of working with global giants like SAP, Novartis, and Salesforce on major initiatives. But what excites me most is transforming complex, big-picture ideas into powerful, practical Value Propositions that help smaller companies grow in highly competitive markets.

A Strategy Wonk at Heart

I’m a self-confessed “strategy wonk.” What drives me is helping B2B entrepreneurs articulate and execute their Value Propositions—shaping how they position their businesses to win. At Value Prop, everything I’ve done over the last 15+ years has been about giving business owners the tools, expertise, and support they need to differentiate, scale, and thrive.

You’re here because you believe your business has more to offer. My goal? To help you uncover that value and make it resonate in the marketplace.

Lifelong Entrepreneur: From Comic Books to Competitive Advantage

The seeds of my entrepreneurial journey were planted in a small Washington Heights apartment, where I launched a comic book subscription service—very pre-Internet. Let’s just say it was more “learning experience” than “profitable venture.”

But that learning led to a passion for solving problems and building systems. I taught myself how to program an inventory system on one of the earliest IBM PCs, which paved the way for roles at the American Stock Exchange and Tandem Computers, where I focused on systems analysis and sales development.

Eventually, I returned to what I love most: entrepreneurship. In 2005, I founded Value Prop to focus on a specific mission—helping smaller B2B businesses create and execute Value Propositions that not only differentiate them in the market but also drive sustainable growth.

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Speaker & Thought Leader in Value Proposition Design

Over the years, I’ve spoken at conferences like the MECLABS Email Summit, sharing insights on topics ranging from Value Proposition Development to sales and marketing strategies.

Every speaking engagement is an opportunity to energize and inspire, but it’s also a platform for candid conversations. I don’t just share what works—I also dive into what hasn’t, highlighting lessons learned from my own career and the common pitfalls I’ve seen business owners encounter.

My focus is always on practical, actionable strategies that help businesses unlock their unique value and succeed in today’s competitive environment.

Author & Educator: Sharing the Value Prop Approach

I’ve poured my expertise into two cornerstone books, Value Prop and Strategic Propositions, as well as a library of eBooks and hundreds of blog posts. These works focus on helping B2B businesses craft Value Propositions that drive growth, improve margins, and win in competitive markets.

As a professor at Villanova University, I teach graduate students Strategic Marketing Management and Entrepreneurial Marketing, equipping future leaders with the tools to define and deliver value in their own ventures.

Jose Beyond the Boardroom

While I’m passionate about business, my greatest joys are personal. My wife Carolina and I have been partners for over thirty years, and together, we’ve raised three amazing children. These days, I also enjoy the title of “Grandpa” to Isabella, my beautiful granddaughter.

I’m active in my local community and serve on my church board, where I occasionally preach. And yes, I’m still a comic book fan—drawn to stories of heroes overcoming the odds. My X-Men collection remains unfinished, but that’s just part of the story.