Value Propositioning: Book One -- Perception and Misperception in Decision Making

Value Propositioning addresses the ways in which business decisions are actually made. Rather than providing as so many business books do analytical procedures for making optimal decisions, it focuses on what really happens, how it really happens, and why it really happens. By giving us a glimpse inside the minds of the people responsible for making decisions, author Rick Dove shows us how we can obtain favorable responses to our value propositions.