(1). To proactively address an issue which is identified as potentially dangerous to the firm or a client relationship. The term is often used when trying to quietly clean up an error before the client notices anything is wrong.
(1). A term used to describe a pitch by a struggling business unit to try to explain to the firm’s sales force why they should be marketing their product or service (see value add, nice-to-have). Value Propositions often appear desperate, but are useful in providing members of the business unit with bullet points for their resumes, which likely will need to be updated shortly.
“So, let me get this straight. Your firm’s value proposition is that you’re the ‘Pluto’ of the marketing world and you’re making a comeback?”