Confusing Value Proposition with Incentive Is Bad — Here’s Why

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Sometimes, I envy scientists. Their words have meaning.

Oxygen is oxygen is oxygen. One biologist doesn’t use it one way, while a chemist uses it in a different way.

In the marketing industry, we’re not so lucky. Many marketers and writers latch onto an industry buzzword, and all of a sudden everything is AI and machine learning.

Or everything is a value proposition. Let me give you an example I came upon recently in a marketing industry publication:

Luxury apparel e-retailer [brand name removed] has a clear value proposition: it donates 20% of the proceeds of every purchase to benefit educating girls around the world through one of three charitable organizations.

I

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