{"id":66752,"date":"2025-11-06T14:02:00","date_gmt":"2025-11-06T14:02:00","guid":{"rendered":"https:\/\/morningtrain.dk\/what-is-a-value-proposition\/"},"modified":"2026-04-17T12:56:12","modified_gmt":"2026-04-17T12:56:12","slug":"what-is-a-value-proposition","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/what-is-a-value-proposition\/","title":{"rendered":"What is a value proposition?"},"content":{"rendered":"\n<section class=\"wp-block-mt-blog-post-cover mt-blog-post-cover\"><div class=\"mt-blog-post-cover__inner page-container\"><div class=\"mt-blog-post-cover__text-container\"><p class=\"mt-blog-post-cover__tagline tagline\">Content<\/p><p class=\"mt-blog-post-cover__date\">6. november 2025<\/p><h1 class=\"mt-blog-post-cover__title\">What is a value proposition?<\/h1><\/div><div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">A value proposition is an ultra-short, precise statement that explains who you are, who you are for, and what people gain from choosing you.In plain Danish terms, it is also what you would call an &#8220;elevator pitch&#8221;. It is a condensed message that captures the essence of your value to your target audience. <\/p><\/div>\n\n<figure class=\"wp-block-post-featured-image\"><img decoding=\"async\" width=\"1248\" height=\"720\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"object-fit:cover;\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition.png 1248w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition-300x173.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition-1024x591.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition-768x443.png 768w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2025\/11\/Hvad-er-en-value-proposition-600x346.png 600w\" sizes=\"(max-width: 1248px) 100vw, 1248px\" \/><\/figure><\/div><\/section>\n<section\n    class=\"mt-blog-post-content mt-blog-post-content--has-table-of-contents mtSpacing-top-none mtSpacing-bottom-medium\"\n>\n    <div class=\"mt-blog-post-content__inner page-container\">\n        <div class=\"mt-blog-post-content__table-of-contents\">\n                                                <p class=\"mt-blog-post-content__table-of-contents-title\">\n                        Indhold\n                    <\/p>\n                                                    <a\n                        href=\"#hvorfor\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvorfor er det vigtigt\n                    <\/a>\n                                    <a\n                        href=\"#hvad\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad bruges det til\n                    <\/a>\n                                    <a\n                        href=\"#eksempel\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Eksempel\n                    <\/a>\n                                    <a\n                        href=\"#konfig\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Lav din egen\n                    <\/a>\n                                    <a\n                        href=\"#formlen\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Formlen bag\n                    <\/a>\n                                    <a\n                        href=\"#koster\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        Hvad koster det\n                    <\/a>\n                                    <a\n                        href=\"#diy\"\n                        class=\"mt-blog-post-content__table-of-contents-item\"\n                    >\n                        DIY\n                    <\/a>\n                                  <\/div>\n        <div class=\"mt-blog-post-content__items\">\n                            \n\n<h2 class=\"wp-block-heading\" id=\"hvorfor\">Why is a value proposition important?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In short, the fewer words you need to describe something clearly, the sharper your message is.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you cannot express, briefly and clearly, what your company is and what customers gain from it (value added), how can it be easy for your target audience to understand?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I would go so far as to say that a value proposition is a &#8220;belief system&#8221;\u2014in the sense that it is the cornerstone of all the company\u2019s communication, both to employees and colleagues. In other words, it is the core message from which we develop all other messages. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A strong value proposition answers the following in seconds:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Who are you?<\/li>\n\n\n\n<li>Who are you for?<\/li>\n\n\n\n<li>And what do they gain from using your product\/service?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">It does not get more central than that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With a sharp value proposition, you cut away everything unnecessary. A value proposition acts as a compass for marketing, sales, and management.<br\/>Once you have defined what you truly promise your target audience\u2014and why it matters to them\u2014it becomes easier to: <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Hit the mark in your communication<\/li>\n\n\n\n<li>Create consistency across channels<\/li>\n\n\n\n<li>and ensure that everyone in the organisation tells the same story<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In short: you save time, money, and confusion.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"hvad\">What do you use a value proposition for?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond the obvious\u2014being clearer to your target audience and being able to deliver an effective elevator pitch in sales\u2014a strong value proposition is used to create all kinds of company communication, such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Taglines <\/strong>&#8211; that short 3\u20134-word sentence that sums up what the company can and wants to do, e.g. Spar365\u2019s <strong><em>&#8220;the right place to save&#8221;<\/em><\/strong>, Virgin Airlines\u2019 <strong><em>&#8220;See the world differently&#8221;<\/em><\/strong> or Fernet Branca\u2019s <strong><em>&#8220;Life is bitter&#8221;<\/em><\/strong>. <\/li>\n\n\n\n<li><strong><a href=\"https:\/\/morningtrain.dk\/en\/what-is-a-usp\/\" type=\"post\" id=\"63617\">USPs<\/a><\/strong> &#8211; The 3\u20135 things you highlight that customers especially get from you should stem from your value proposition.<\/li>\n\n\n\n<li><a href=\"https:\/\/morningtrain.dk\/en\/here-is-the-price-of-designing-a-logo\/\" target=\"_blank\" rel=\"noreferrer noopener\">Visual identity<\/a> &#8211; Ideally, your visual identity should be aligned with your value proposition, so your identity matches the message and the target audience.<\/li>\n\n\n\n<li><strong>Internal communication<\/strong> &#8211; using your value proposition to communicate internally: &#8220;What is it that we stand together for?&#8221;<\/li>\n\n\n\n<li><strong>Decision-making <\/strong>&#8211; A healthy organisation will make decisions based on the company\u2019s values, vision, and value proposition. In other words: is this within these boundaries, or does it move us closer to our goal? <\/li>\n\n\n\n<li><strong>Better marketing materials<\/strong> &#8211; When you know your &#8220;elevator pitch&#8221;, the task in marketing suddenly becomes thinking in creative ways to &#8220;show it, don\u2019t tell it&#8221;. It also creates coherence in your communication to centralise it around the company\u2019s value proposition. <\/li>\n<\/ul>\n\n\n\n<div class=\"wp-block-mt-blog-post-text-box mt-blog-post-text-box\"><div class=\"mt-blog-post-text-box__inner page-container\"><div class=\"mt-blog-post-text-box__box\">\n<h3 class=\"wp-block-heading\" id=\"eksempel\">Example of a value proposition used well &#8211; Mercedes<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span class=\"mt-text-highlight\">Value proposition:<\/span><\/strong> &#8220;A<mark> combination of luxury, prestige, and performance built on a foundation of German engineering and innovation<\/mark>.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span class=\"mt-text-highlight\"><strong>Tagline<\/strong><\/span>: &#8220;The best or nothing&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span class=\"mt-text-highlight\"><strong>Visual identity:<\/strong><\/span> Yes, look at the image below and do not tell me it does not fit together well.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span class=\"mt-text-highlight\">Decision-making:<\/span><\/strong> For many years, Mercedes has been the one driving technological development in the automotive industry\u2014developments other car manufacturers copied a few years later. Mercedes set the agenda. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><span class=\"mt-text-highlight\">Better marketing materials: <\/span><\/strong>Whether an ad is good or not is subjective, but you cannot deny that Mercedes\u2019 marketing supports the core message by ALWAYS highlighting the quality and luxury of the cars. The people driving them radiate prestige. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Important question:<\/strong> Do I drive a Mercedes? No\u2014and I will not, but I am not the target audience either.<\/p>\n<\/div><\/div><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1389\" height=\"1134\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/mercedes-eksempel.png\" alt=\"\" class=\"wp-image-63043\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/mercedes-eksempel.png 1389w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/mercedes-eksempel-300x245.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/mercedes-eksempel-1024x836.png 1024w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/mercedes-eksempel-768x627.png 768w\" sizes=\"(max-width: 1389px) 100vw, 1389px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"formlen\">The formula behind a value proposition<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">There is actually a proven formula for what a value proposition should include, and it looks like this:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\" id=\"konfig\">For [the target audience] who [insert the target audience\u2019s need], our [product\/service name] provides [product description] that [insert benefit].<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<\/blockquote>\n\n\n<div data-react-class=\"ValueProposition\" data-react-props=\"{&quot;title&quot;:&quot;Lav din value proposition&quot;,&quot;text&quot;:&quot;Udfyld felterne nedenfor, og f\\u00e5 et godt udgangspunkt at arbejde videre ud fra. S\\u00e6tningen et ca. 70-80% i m\\u00e5l, s\\u00e5 du kan selv berrige den bagefter, s\\u00e5 den bliver helt perfekt.&quot;,&quot;labels&quot;:{&quot;audience&quot;:&quot;M\\u00e5lgruppen&quot;,&quot;audience_need&quot;:&quot;M\\u00e5lgruppens behov&quot;,&quot;product_name&quot;:&quot;Produkt\\\/service navn&quot;,&quot;product_description&quot;:&quot;Produktbeskrivelse&quot;,&quot;benefit&quot;:&quot;Fordel&quot;,&quot;result&quot;:&quot;Resultat&quot;},&quot;placeholders&quot;:{&quot;audience&quot;:&quot;Udfyld jeres m\\u00e5lgruppe&quot;,&quot;audience_need&quot;:&quot;Udfyld m\\u00e5lgruppens behov&quot;,&quot;product_name&quot;:&quot;Udfyld navn p\\u00e5 produkt\\\/service&quot;,&quot;product_description&quot;:&quot;Beskriv din produkt\\\/service&quot;,&quot;benefit&quot;:&quot;Udfyld fordele&quot;},&quot;errorLabels&quot;:{&quot;audience&quot;:&quot;M\\u00e5lgruppen er p\\u00e5kr\\u00e6vet&quot;,&quot;audience_need&quot;:&quot;M\\u00e5lgruppens behov er p\\u00e5kr\\u00e6vet&quot;,&quot;product_name&quot;:&quot;Produkt\\\/service navn er p\\u00e5kr\\u00e6vet&quot;,&quot;product_description&quot;:&quot;Produktbeskrivelse er p\\u00e5kr\\u00e6vet&quot;,&quot;benefit&quot;:&quot;Fordel er p\\u00e5kr\\u00e6vet&quot;},&quot;buttonLabels&quot;:{&quot;generate&quot;:&quot;Konfigurer din value proposition&quot;,&quot;copy&quot;:&quot;Kopi\\u00e9r din value proposition&quot;,&quot;copied&quot;:&quot;Kopieret&quot;}}\">\n    <div class=\"mt-value-proposition\">\n                    <h3 class=\"mt-value-proposition__title\">Lav din value proposition<\/h3>\n                            <p class=\"mt-value-proposition__text\">Udfyld felterne nedenfor, og f\u00e5 et godt udgangspunkt at arbejde videre ud fra. S\u00e6tningen et ca. 70-80% i m\u00e5l, s\u00e5 du kan selv berrige den bagefter, s\u00e5 den bliver helt perfekt.<\/p>\n            <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">This formula makes it easy to clarify who you are speaking to\u2014and why they should listen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Note: <\/strong>The final formula can certainly be shortened a bit, and some filler words may need to be replaced, but you get 75\u201385% of the essence with this formula.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Who should have a value proposition?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">All companies that want to communicate more effectively.<br\/>Whether you are a <strong>startup, NGO, <a href=\"https:\/\/morningtrain.dk\/en\/what-is-b2b\/hvad-er-b2b-2\/\" type=\"post\" id=\"63777\">B2B company<\/a> or e-commerce brand<\/strong>, a sharp value proposition is the foundation of all strategic marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"koster\">What does it cost to get a value proposition?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It can cost anything from your own hourly rate to DKK 1,000,000, depending on the process you choose.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The price depends heavily on how clear you are on, for example:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your story<\/li>\n\n\n\n<li>Your reason for being<\/li>\n\n\n\n<li>How your product portfolio stems from the above<\/li>\n\n\n\n<li>Your &#8220;value added&#8221;<\/li>\n\n\n\n<li>Your target audiences\u2014cut down to the essentials<\/li>\n\n\n\n<li>and much more<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you have none of this, you have to work on everything, and that increases complexity and price.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Morningtrain, developing a value proposition is part of our <strong>brand and communication strategy programme<\/strong>.<br\/>The price depends on your size and level of ambition\u2014but typically the process ranges from <strong>DKK 25,000\u2013100,000<\/strong>. We can also help companies that are already fairly clear on the information above and &#8220;just&#8221; need help structuring it and making some sharp choices and trade-offs.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1459\" height=\"300\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Skaermbillede-2025-11-06-130825-1.png\" alt=\"\" class=\"wp-image-63042\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Skaermbillede-2025-11-06-130825-1.png 1459w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Skaermbillede-2025-11-06-130825-1-300x62.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/Skaermbillede-2025-11-06-130825-1-1024x211.png 1024w\" sizes=\"(max-width: 1459px) 100vw, 1459px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"diy\">Can you do it yourself\u2014and what is the process?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yes\u2014like any other <a href=\"https:\/\/morningtrain.dk\/en\/content-concept\/\" type=\"page\" id=\"64976\">marketing task<\/a>, you <em>can <\/em>create your own value proposition, but it requires a clear picture of your target audience and your real strengths.<br\/><strong>The process typically looks like this:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Identify your target audience<\/strong> \u2013 who are you speaking to, and what matters most to them?<\/li>\n\n\n\n<li><strong>Map their needs<\/strong> \u2013 what are they trying to solve, and why?<\/li>\n\n\n\n<li><strong>Put your solution into words<\/strong> \u2013 how do you help them in concrete terms?<\/li>\n\n\n\n<li><strong>Highlight your advantage<\/strong> \u2013 what makes you different or better?<\/li>\n\n\n\n<li><strong>Test and adjust<\/strong> \u2013 let both customers and colleagues respond to your message.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">When we run the process together with clients, we find that two things are the hardest:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The hardest part is <strong>daring <\/strong>to &#8220;choose something away&#8221;\u2014things like: &#8220;what if we scare some of the target audience away&#8221;, or &#8220;we can do those things too&#8221;. A sharp value proposition appeals strongly to fewer people. So you have to believe that you will get more business by being a lot to fewer people. The alternative is being very little to more people.    <\/li>\n\n\n\n<li>The second hardest part is not getting caught up in all the exceptions. You should create a value proposition based on the <a href=\"https:\/\/da.wikipedia.org\/wiki\/80\/20-reglen\" target=\"_blank\" rel=\"noreferrer noopener\">Pareto principle<\/a>\u2014the 20% that gives you 80% of your business. Focus on the target audience that gives you the most, and the products that account for the majority of your business\u2014not everything that generates revenue.  <\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"944\" height=\"946\" src=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/80-vs-20.png\" alt=\"\" class=\"wp-image-63041\" srcset=\"https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/80-vs-20.png 944w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/80-vs-20-300x300.png 300w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/80-vs-20-150x150.png 150w, https:\/\/morningtrain.dk\/wp-content\/uploads\/2026\/01\/80-vs-20-60x60.png 60w\" sizes=\"(max-width: 944px) 100vw, 944px\" \/><\/figure>\n\n\n                                            <\/div>\n        <div class=\"mt-blog-post-content__small-related-posts\">\n                                <\/div>\n    <\/div>\n    <\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>A <strong>value proposition<\/strong> is an ultra-short, precise statement that explains <em>who you are, who you are for, and what people gain from choosing you<\/em>.<br \/>In plain Danish terms, it is also what you would call an <strong>&#8220;elevator pitch&#8221;<\/strong>. It is a condensed message that captures the essence of your value to your target audience. <\/p>\n","protected":false},"author":2,"featured_media":66755,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[386],"tags":[],"class_list":["post-66752","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is a value proposition? | Morningtrain<\/title>\n<meta name=\"description\" content=\"A value proposition is an ultra-short, precise statement that explains who you are, who you are for, and what people gain from choosing you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/what-is-a-value-proposition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is a value proposition? 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