The Core Benefit Proposition (CBP) is the central benefit or purpose for a consumer buying a product. The CBP may come from the physical product itself or augmented dimensions of the product, such as customer service or after-sales support. It is crucial to identify the CBP early on in product development. It will guide the development process and help ensure that the final product meets consumer needs. Once the CBP has been identified, you can use it to develop a value proposition which articulates the product’s benefits in a compelling and differentiated way from competing products. Ultimately, the goal is to create a product that provides an exceptional level of value to consumers. The CBP is a critical ingredient in achieving this goal.