The trainer I work with on and off at the gym is always on me about improving my core or abs. It’s her contention that strength training begins by strengthening your core, and that without a solid core you’re prone to injury. Makes sense intuitively, even though I’m not wild about more sit-ups, I do make the effort to work on my core.
What does all this have to do with your website? Well, think of your company’s value proposition as the core around which everything about your website and marketing strategy needs to be built. Without a strong value proposition the whole website doesn’t hang together the way it could. Plus, your messaging tends to lose focus and drift.