1Vertigo helps organizations to define value propositions to generate wealth and to let companies gain a competitive advantage in the market. We help to recognize how value proposition can influence customer purchasing process and how beneficial it can be to any sales organization, especially identifying how, when and to whom value message should be delivered. Enterprises need to define their distinctive value proposition if they want to win the market. Customer value proposition definition and constant use in sales situations are important as they bring measurable results for the company and its stakeholders, it simply increases profits.