A bowl of pudding only has taste when I put it in my mouth – when it is in contact with my tongue. It doesn’t have taste or flavor sitting in my fridge, only the potential.
Daniel J. Levitin, This is Your Brain on Music
This is a great analogy on how to think about value propositions, namely a means of understanding the potential of a product or a service. What is the value proposition of an apple? Potentially satisfying your hunger, the calories, its vitamins, its taste. But the apple only realizes its value in use, as you eat it. Until then, it’s just a promise.