A proposal is one of the key elements of a company's positioning, it is an essential tool to focus on what matters most and will serve as the basis for marketing campaigns and sales arguments, it is also the letter of introduction to customers. A good proposal should highlight what makes you different from competitors but should always focus on how customers define value. The value proposition is also defined as a turning point between the business strategy and the brand strategy, however, many companies tend to mix both dimensions and end up adopting a proposition that is too vague or general, or even forgetting to have one; This paper shows the characteristics that they must have, the considerations to take into account prior to the generation of a value proposition for clients, in addition to the necessary elements during its development; considering the market, the experience, the product or service and the alternatives and differences that exist between our product and the competition.