The original meaning of the term "value proposition" has devolved into a vague sales and marketing notion that does not match its intended use. It is often used to mean benefits, a unique selling point, or differentiation and therefore is often regarded as falling under the Sales and Marketing departments within an organization. In this book, Dr. Colm Reilly tackles the misconceptions that surround what a value proposition is and why it is important. He answers the four core business questions which are: 1. Why are value propositions needed for a business to be profitable or for a not-for-profit organization to succeed? 2. How can organizations build and use value propositions? 3. How can an organization use a value proposition to serve both internal and external customers? 4. What are the ethical values that should drive an organization in understanding how to create fair and equitable enduring value for themselves and their customers. The book shows how Value propositions are in effect an alignment tool within an organization that manifests the core ethical nature of the business. In a business world where returns appear volatile and business cycles are disruptive, Dr. Reilly proves a guidebook that shows that a core and ethical value proposition in business will always endure and guide an organization to sustained success.