On Value Proposition as the Essence of the Good Business

Watch a video replay of Flint McGlaughlin's presentation at the Saïd Business School, University of Oxford, U.K., on the importance of value proposition when it comes to creating a successful, and ultimately good, business.

The goal of the entrepreneur is not to create a company but to create a customer. There is no company we can't first frame and attract a customer.

— Flint McGlaughlin, Managing Director, MECLABS Institute 

A truly innovative, successful and ultimately good business starts at the value proposition, but what exactly does that mean? What is a value proposition, and why is it important?

In this video replay of McGlaughlin's presentation at the University of Oxford, he explores what value proposition is. McGlaughlin explains that the idea of value proposition is really an extension of the essence of marketing itself. Without understanding and defining this idea, it is impossible for a marketing effort to be fully successful.

Watch the full session to increase your understanding of value proposition.

Related Resources

The Marketer as Philosopher: 40 brief reflections on the power of your value proposition  Author Flint McGlaughlin, Managing Director, MECLABS Institute, expounds on the deeply intellectual role of the marketer in his debut book, Marketer as Philosopher.  Download an excerpt

What 15,000 Commercial Experiments Reveal about Why People Are Chosen Watch a video replay of Flint McGlaughlin, Managing Director, MECLABS Institute, at Harvard University discussing the prevalence of marketing in all facets of life as well as the importance of testing and optimization. Watch now