We often make daily business transactions without taking a closer look at what transpired. For instance, think about a past meeting with a potential client. What did you expect to happen? Did the meeting go by the book? How did the potential client act? What did he or she want from you? If all goes according to your plan, value proposition will be discussed, but you may have never even noticed it.
For an in-depth look at value proposition, take a look at this video by Standford Graduate School of Business: