2 Value Propositions
Learn to define a customer-focused value proposition, connect customer needs to concrete benefits, and refine the proposition using evidence.
What a explains
A explains why a particular group of customers would choose a product or service. It connects what customers need with the benefits an offering provides. A describes what an offering has or does; a explains how that helps the customer.
Start with the customer
Begin by defining the you are designing for. “Everyone” is too broad because different groups may have different needs, priorities, and reasons to choose a solution. Identify what customers are trying to accomplish, what gets in their way, and what outcomes they want.
Use three categories to organize this information:
are tasks or goals customers are trying to complete. They can be functional, social, or emotional.
are costs, obstacles, risks, or frustrations customers experience before, during, or after trying to complete a job.
are outcomes or benefits customers want, expect, or would value beyond their basic expectations.
These categories describe the customer’s situation, not the product. For example, “spends too long planning weeknight meals” is a customer pain; a recipe-planning app is a possible solution.
Connect needs to benefits
Describe what you provide, then show how it addresses customers’ most important needs. Products and services are what you provide. explain how the offering reduces a specific obstacle or risk, while explain how it helps customers achieve a desired outcome.
A matters when customers can see its relevance to a need. Pre-portioned ingredients are a ; helping a busy parent prepare a weeknight meal with less planning and measuring is a . Do not assume that every creates value or that one offering must address every customer need. Focus on a few important needs and explain the connection clearly.
Write a clear
Use this sentence pattern as a starting point:
For [specific customer] who needs to [job or goal], [offering] helps by [specific ], unlike [current alternative].
For example: “For busy parents who want to prepare weeknight dinners without extensive planning, our meal kit provides pre-portioned ingredients and simple recipes, helping them get dinner ready with less shopping and measuring.”
This statement identifies a customer, a need, an offering, and a . It provides more information than a -only claim such as “We deliver meal kits.” Avoid vague promises like “the best solution” unless you explain what makes it better for the customer.
Check and refine the connection
Treat the proposition as a hypothesis to examine, not as a claim that is automatically true. Check whether the stated need is important to the intended customers, whether the follows from the offering, and whether customers prefer it to their current alternative—including doing nothing.
Seek evidence from customer conversations and observed choices. Revise the proposition when the evidence does not support it. A strong proposition is specific about who it serves, what those customers need, and how the offering helps.