The thread of the value prop runs through the entire company.

Think of the value proposition(s) as a thread that starts with the client and runs through every part of your company. At any point that thread can be cut, tied in a knot, or made stronger. The larger the company the easier it is for people to not even realize that thread is there. Manage your business processes, ensure that the teams know how they affect the customer’s experience. I’ve found that most people don’t even know what affect they’re having on a customer.