ABSTRACT
Up to this point in this book, we have primarily been discussing the situation where the value proposition is prepared and presented to the executive team by an independent neutral individual or team who did not create the idea or concept. In many cases, the individuals who are part of the creative process will also be responsible for preparing the value proposition. In these cases, consideration should be given to how the value proposition will be developed even though the team has not dened how the problem or opportunity will be improved. —e purpose of this chapter is to provide some insight into the items that the creative team will take into consideration as it develops the change concept and how it will be included in the value proposition document. —e basic process for preparing the value proposition remains unchanged with the exception that the input concept document will not be necessary and the value proposition will serve to be both the initial concept documentation and the value proposition documentation. Although this might be considered as the streamlined
approach to the value proposition preparation cycle, it can also introduce a number of additional risks that can increase the probability that the project will not perform as projected. Organizations that have not had a good success record with their special projects should take the additional time of having an independent party prepare the value propositions.
