Your article was superb. I printed it off. I have spent many years (as you could tell from a previous misguided comment) teaching small business people how to craft a very quick Value Prop. If there is a frustration, it’s that so many business people are not only unable to swiftly explain what they do, they also have no clue who their market is. I have made those stupid mistakes and paid dearly. I understand how common it is, but it is the right of a business owner to ignore common sense input. See you in the bread line, is what I want to say, but don’t. I’m no marketing guru. I do know how to sell, but if folks don’t know their story, or who the market is, hell, there are plenty of corporate mailrooms with openings.