As a start-up without any brand recognition, you’re going to have to paint a very clear picture as to why you’re worth people’s time. Often though, many companies’ marketing messages end up being vague and unfocused, thereby losing their impact and persuasiveness. The value proposition frames not only how you’re creating value for the audience by addressing a core need, but critically why the solution is better than what they are currently doing or using, or versus whatever else is potentially out there that could do so.