Our “truth” only matters when it matters to the customer. You cannot solve a problem that does not exist, and existence in this case is a matter of perception. The value of the value proposition exists only in the mind of the (right) prospect. This leads to a simple principle: Never present the solution before the problem. If the problem is already perceived, the marketer needs only to reference it. If the problem is not perceived (at an acute enough level), the marketer must emphasize it.