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Before you market a product, you should identify proof of value (POV). The POV meaning in business determines the benefits of a particular product or service for customers or the company. Again, setting success criteria is crucial for helping you understand the measurable value of a product and if it solves customer pain points. Ultimately, what value or benefit does the product or service offer? POV shows how your products and services address pain points or solve problems and the types of benefits customers can expect.