Here is a true value proposition, “Hate Harms Us All.” A value proposition is an innovation, or feature intended to make a company or product attractive to customers. Note the, “an,” which is a singularity, a single feature. In this case the single feature is, “Hate.” In this powerful message the value proposition delivers the clear benefit that life is better without hate. “Hate Harms Us All,” is an axiom rather than a statement of truth. In President Lincoln’s speech at Peoria, Illinois, October 16, 1854 he argued successfully that, “all men are created equal,” and that “no other man naturally feels at peace when another is suffering.”

The subheadline, “#NoToXenophobia,” defines the hate that harms us all and demonstrates that it’s linked to a psychological anomaly, xenophobia, rather than logical reasoning. It’s a social condition that has gotten out of control, and when tackled head on can bring peace and stability to those regions affected.

I picked this example of a value proposition to show that authenticity is the most powerful driving force in business. When you formulate a value proposition, you are filling the needs of your customer authentically, with emotion and honesty. Even in dire situations such as South Africa’s 2019 xenophobic attacks, the value proposition statement, subheading and visuals increase the ease of communication to stop violence; a proposition with true value.