Very well, so your interpretation now is that, contrary to what the page itself says, the definition of “value proposition” is rather to be taken the process that leads to a final “value proposition”?

So essentially, your interpretation can be reduced to the advice “It is best to think about what one's product is, and whom it targets, before one makes a proposal about it.”?

If that be your interpretation, then that certainly does not follow from the text, and is contradictory with the interpretations others have given.

I'm sorry, I would like to help but I can't figure out where you're getting tripped up since (to me) the various interpretations don't seem to differ much in meaning beyond the linguistic/semantic fuzziness that is common in informal communication.