Which of the following is the most powerful to include whether or not pricing is allowed in your Executive Summary?

The most powerful element to include in an Executive Summary, particularly with respect to pricing, is the value proposition. The value proposition communicates the unique benefits and overall value that your solution provides to the client. It is essential because it not only highlights what your product or service does but also explains why it is worth the investment compared to competitors.

In the context of whether or not to discuss pricing, a strong value proposition can often justify a higher price point by emphasizing the unique advantages and the return on investment that the client will receive. This plays a crucial role in persuading decision-makers, as they are concerned with the value they are getting rather than just the cost.

In contrast, discriminators, differentiators, and features have their uses but do not convey the broader implications of value as effectively. Discriminators generally refer to unique aspects that distinguish one offering from another, while differentiators focus on how you outperform competitors. Features are the specific elements or characteristics of your product or service. While all these elements are important in a proposal, they do not encapsulate the overall value and justification for pricing in the same way that a well-articulated value proposition can.