A value proposition is a statement that explains _______ a customer should do business with a company.

A value proposition is fundamentally designed to clarify the reasons why a customer should choose to engage with a company over its competitors. It encapsulates the unique benefits and value that the company offers, addressing specific needs, problems, or desires of the customer. By focusing on "why," the value proposition connects emotionally with the customer and highlights the advantages that set the company apart in the marketplace.

The other choices do not encapsulate the essence of a value proposition. "How" implies a process which, while important, does not directly address the rationale behind choosing a business. "When" suggests a timing aspect which is not relevant to the core idea of a value proposition. "What" would pertain to the products or services offered but again misses the essential appeal of persuading the customer to make a choice based on value and benefits. Thus, the emphasis on "why" is crucial in understanding the overall role of a value proposition in marketing and sales strategies.