In the circles for a successful value proposition framework, the value proposition is represented by

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13-03-2017
Business

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In the circles for a successful value proposition framework, the value proposition is represented by

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Greenleafable Greenleafable · Answer 1 · 2017-03-20T13:53:06+01:00

In the circles for a successful value proposition framework, the value proposition is represented by the intersection between customer needs/wants and the firm's product's benefits.
So, this intersection is only between what the customers want and need, and the benefits that the product is going to bring to the firm. Their intersection doesn't include the competitors' benefits, because that would be a part of another circle outside this one.