Value propositions are vital components of any company’s success. The question, “what are we providing to our customers?” must be asked by all management teams. By providing a personality or a message to the product, it creates a much stronger connection with the consumer. Products like the Iphone, have become so powerful simply because they have become more than just a phone. Essentially, it is an image. Some would argue people want the Iphone for what it is rather than for what it does. As a result, customers develop a sense of trust for Apple. This highlights the importance of maintaining a value proposition.

When looking at company failures within the same market, Serinda Kong’s blog on the “Blackberry Comeback” highlights the importance of staying true to value propositions. Originally Blackberry dominated the corporate world.  The minute they attempted to compete with the likes of Apple, their image was lost. Serinda eloquently explains how Blackberry intends to “Thrive and rebuild the company’s relations with the enterprise market.” For a company that has struggled as much as Blackberry has, I believe this is exactly what they need.