and today's phrase...

is value proposition; move over mission statement - stand back, vision! here comes value proposition:

What is Value Proposition?

Value proposition is a description of the customer problem, the solution that addresses the problem, and the value of this solution from the customer's perspective.

and if there are any swedish translators around, colleague ro suggests this is an ideal solution for the icky erbjudande issue. not bad... and thank you, ro!