value-proposition

name

value-proposition

description

Designs a precise value proposition using a 6-part JTBD template (Who / Why / What Before / How / What After / Alternatives). Use this skill — proactively and without waiting to be asked — whenever the product's positioning is unclear, a new customer segment is being targeted, or messaging is inconsistent across teams. Also triggers for: "value proposition", "value prop", "why would customers choose us", "positioning for new segment", "win/loss analysis shows customer confusion", "customers can't explain why they use us", "what's our differentiation", "elevator pitch", "why us over competitors", "competitive differentiation", "JTBD template", "what problem do we solve", "who is this product for". Produces one value prop per segment — not a tagline, a positioning decision — with a synthesized 1-2 sentence statement ready for a PRD problem statement, landing page headline, or sales deck.

Value Proposition

Core Philosophy

A value proposition is not a tagline. It's the answer to: who is this for, what job are they trying to do, and why is this better than everything else they could use?

The most common failure: defining the value proposition from the product outward ("we are a platform that...") instead of from the customer inward ("when a [person] needs to [do a job]..."). Start with the customer's situation, not your solution.

One value prop per customer segment. If you're trying to write one that works for everyone, it will work for no one.

When to Use

• When building or re-evaluating product positioning
• Before writing a PRD — to verify the problem and customer are clearly defined
• When marketing and sales are using inconsistent messaging
• When customers can't explain in their own words why they use your product
• When entering a new segment that has different JTBD from your core users

Workflow

1. Define the Customer Segment

Pick one segment. Be specific: not "companies" but "early-stage SaaS founders who are the only PM on their team." Specificity makes the rest of the template easier and more honest.