Win your buyer's attention.

Your buyer is busy. They don't have time (or frankly even care) to learn about the intricacies of your offering—which means it's up to you to create a succinct, compelling value proposition that connects with your ideal buyer. Learn how in Value Prop: Create Powerful I³ Value Propositions to Enter and Win New Markets.

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What You Will Learn

Get ready to cut through the clutter and connect with your best buyer. Strategic marketing and sales expert, Jose Palomino, will walk you through building razor-sharp marketing messages that showcase the most compelling qualities of your product or service—so you can capture your buyer's attention and win more and better business. In Value Prop, you'll learn:

  • How to get to the "true truth" of your offering and the problems it solves
  • How to position your offering to be a "need to have" in the mind of your buyer
  • How to build razor-sharp marketing messages that are consistent across all customer-interactions

With eye-opening examples of successes that embody the "I³ Factors" of innovation, indispensability, and inspiration (and some notable failures that didn't) Value Prop will revolutionize how you bring your products and services to market.

Praise for Value Prop

Jose Palomino's brutal honesty should be your cherished ally. His ideas are pure gold—no, even more valuable.

- Jay Conrad Levinson
Bestselling author, Guerrilla Marketing

Value Prop gets to the heart of what matters in competitive markets—why should customers do business with you? 

- Michael Treacy
Bestselling Co-Author, The Discipline of Market Leaders

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



Jose Palomino, founder and CEO of Value Prop Interactive, helps mid-market B2B companies sharpen their competitive edge to win more and better business—even in commoditizing markets. As a strategy, marketing, and sales consultant, he has unlocked over $250 million in growth for companies like Royal Building Products, Salesforce, and many owner-led industrial companies. He is also the author of Strategic Propositions and host of the Revenue Throughput Podcast.