Core Value Propositions

The three to five unique and compelling benefits that define how our solution addresses the business problem. They highlight why it stands out from other options in the market by addressing specific pain points in a way that’s more relevant, credible, and differentiated from competitive offerings. These value propositions guide marketing messages, product development, and overarching strategic positioning.

Core Value Propositions should be one to two sentences that provide a clear statement of the unique value or benefit that the solution delivers to customers.  It should clarify the aspects of the business problem that you are solving, why customers should choose your solution over alternatives and any commitments you are making to customer about how you’ll deliver that solution.  (The last point is technically a different thing - Brand Promise - but fewer strategy pieces are better and it’s something you can readily articulate here.)

Core Value Propositions are used in marketing, sales pitches, and product strategy to ensure the company’s messaging is compelling and consistent about the benefits it offers. A well-defined value proposition should be a filter on the right customers – those who need what you excel at delivering. Internally, it focuses the team on meeting that promise: the product and support teams use it as a benchmark for where to excel ensuring that we’re delivering the value we set out to deliver. It also helps disqualify opportunities that don’t align with your strengths. In short, it’s central to positioning in the market and guiding customer-facing decisions.

To start this scope can be limited to the Ideal Customer Profile but, as much as possible, we recommend thinking in a longer term framing for Core Value Propositions. Ideally these are differentiated items you can pursue on the scale of years.