A value proposition is a clear statement that explains how a product or service solves a problem or improves a situation for customers. It highlights the unique benefits and features that differentiate it from competitors, making it appealing to potential buyers. Essentially, it answers the question: "Why should a customer choose this product?" In business, a strong value proposition can lead to increased sales and customer loyalty. It is often communicated through marketing materials, websites, and sales pitches. Companies like Apple and Amazon effectively use value propositions to attract and retain customers by emphasizing quality, convenience, and innovation.