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

A value proposition succinctly articulates the benefits and value that a customer will receive by choosing a particular company or product. It answers the essential question of "why" a customer should engage with the business, highlighting the unique advantages, features, or experiences that differentiate the company from its competitors. By clearly stating the reasons for choosing that specific company, the value proposition helps to create emotional resonance and persuade potential customers to make a purchasing decision.

In contrast, the other options do not capture the essence of what a value proposition entails. "When" refers to the timing of a purchase decision rather than the rationale behind it. "Who" pertains to the identity of the customer or the company and does not address the reasons for engaging in business. "How" could relate to the process or means of obtaining a product or service but does not encompass the underlying value that motivates a customer to choose one business over another. Thus, the focus on "why" in a value proposition is crucial for its effectiveness in attracting customers.