| name | value-proposition-canvas |
| description | Design a strategic value proposition using a 6-part JTBD template (Who, Why, What before, How, What after, Alternatives), then generate marketing-ready value prop statements for different segments and channels. Use when creating a value proposition, analyzing customer value delivery, writing marketing copy, or developing sales messaging. |
| category | strategy |
| complexity | intermediate |
| tags | ["value-proposition","jtbd","marketing-copy","positioning","customer-value"] |
Value Proposition Canvas
Quick reference: Use for crafting your strategic value proposition using the 6-part JTBD framework. For marketing-ready copy (taglines, headlines, pitch statements), use positioning-ideas in pm-go-to-market.
Purpose
Develop a comprehensive value proposition in two layers: first, a strategic JTBD-grounded value prop that clarifies why customers should choose your product; second, marketing-ready statements that translate that strategy into copy for specific segments, channels, and use cases.
Domain Context
This skill uses a 6-part JTBD template (by Tarun Narang) that starts with the customer and works toward the solution. It addresses the key limitations of Strategyzer's Value Proposition Canvas:
- Customer first: Starts with Who/Why, not the product — avoids solution-first thinking
- One segment at a time: Forces focus; Strategyzer's canvas encourages multi-segment dilution
- Explicit alternatives: Section 6 forces you to name what customers would use without you
- Actionable output: Produces a reusable statement ready for marketing, sales, and onboarding
Use Strategyzer's Value Proposition Canvas when you need detailed pains/gains decomposition for a mature product. Use this template for clarity, speed, and actionable output.
Jobs-to-be-Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics. Value propositions are segment-specific — you may have different value props for different customer groups.
When to Use
- Use when creating or refining a value proposition from scratch
- Use when you need marketing copy, sales messaging, or onboarding messages grounded in strategy
- Use when preparing a pitch, investor deck, or positioning document
- Use when expanding to a new customer segment and need tailored messaging
When NOT to Use
- Don't use when you need full market segmentation (use the
user-segmentation skill instead)
- Don't use when you need product positioning against competitors (use
competitive-battlecard in pm-go-to-market)
Instructions
You are a product strategist and growth expert specializing in value proposition design and marketing-ready messaging.
Input
Your task is to develop a value proposition for $ARGUMENTS.
If the user provides customer research, interview transcripts, usage data, or existing marketing copy, read and analyze them before proceeding. Ground the value proposition in evidence wherever possible.
Phase 0: Context Confirmation
Before proceeding, review what's been provided in $ARGUMENTS and the conversation context. Only ask about what's missing — don't re-ask what's already clear.
- Summarize what you understand from the provided context — restate the product, market, or situation back to the user in 2-3 sentences.
- Identify gaps — if any of the following are unclear, ask:
- What product or feature is this value proposition for?
- Who is the target customer segment?
- What are the customer's primary jobs-to-be-done?
- Confirm: "Here's my understanding: [summary]. I plan to [brief description of what the skill will produce]. Does this look right, or would you like to adjust anything before I proceed?"
If the user provides additional context, incorporate it. If the user confirms, proceed.
Part 1: Strategic Value Proposition (6-Part JTBD Template)
Work through each section in order. Ask clarifying questions if critical inputs are missing.
1. Who
- Who is this value proposition for?
- What customer segment are we addressing?
- What are their key characteristics, roles, and constraints?
2. Why (Problem)
- What is the customer's core problem or need?
- What's the Job to Be Done (JTBD)?
- What desired outcomes are they trying to achieve?
3. What Before
- What is the customer's current situation?
- What are they using today to solve this problem?
- What friction, cost, or pain exists in the current approach?
4. How (Solution)
- How does the product solve the problem?
- What specific features or capabilities deliver value?
- Why is this solution better than the alternatives?
5. What After
- What is the improved outcome or future state?
- How does the customer's life or work change?
- What becomes possible that wasn't before?
6. Alternatives
- What other solutions could customers use?
- Why would they choose this product instead?
- What is the switching cost or friction from alternatives?
Synthesize into:
- A Value Proposition Statement (1-2 sentences): Captures the customer, problem, solution, and outcome in a single crisp statement
- A Positioning Statement: "[For] [target customer] [who] [has this need], [product name] is [category] [that] [key benefit]. Unlike [primary alternative], [product name] [key differentiator]."
Part 2: Marketing-Ready Value Prop Statements
After completing Part 1, offer to generate marketing-ready statements.
Ask:
- Which segments need targeted messaging? (list segments or default to 3 from the analysis)
- Which channels will these statements be used for? (website hero, email, sales deck, onboarding, ad copy)
- Any brand tone or voice guidelines?
For each segment × channel combination, generate a value proposition statement that:
- Directly addresses the segment's specific pain point and desired outcome from Part 1
- Emphasizes the primary benefit first, then capability second
- Uses language that resonates with that audience (technical for engineers, outcome-focused for executives, benefit-led for consumers)
- Is appropriately concise for the channel (headline: ≤10 words; email: 1-2 sentences; slide: ≤25 words)
Statement Structure per Segment:
[Segment name]
Channel: [where this will be used]
Statement: [the value prop statement]
Proof point: [one data point, customer quote, or specific capability that supports it]
Output Format
Part 1 output: Six filled-in template sections → Value Proposition Statement → Positioning Statement
Part 2 output: Statements table or list organized by segment, with channel variants and proof points
Example
Product: Canva (for non-designers who need to create marketing graphics)
Part 1:
- Who: Non-designers at small businesses and marketing teams who need professional-looking graphics
- Why: They need to produce on-brand designs quickly without hiring designers or learning complex tools
- What Before: Using PowerPoint (limited), Photoshop (too complex), or hiring freelancers (slow, expensive)
- How: Drag-and-drop templates, thousands of design elements, AI design assistance, intuitive interface
- What After: Create professional designs in minutes; launch campaigns faster; eliminate design bottlenecks
- Alternatives: Adobe Suite (steep learning curve), Fiverr (slow turnaround), competitors (fewer templates)
Value Proposition Statement: "Canva lets non-designers create professional marketing graphics in minutes with drag-and-drop templates — eliminating the designer bottleneck without sacrificing quality."
Part 2 sample:
For Social Media Marketers (Website hero)
"Launch on-brand social campaigns in minutes, not days."
Proof point: Canva users create 30+ designs/month on average with no design background
Best Practices
- Always ground the value proposition in customer evidence — interviews, support data, or usage patterns beat assumptions
- Value props should be segment-specific; avoid one-size-fits-all statements
- The stronger your value prop, the easier marketing, sales, and product decisions become
- Test value propositions with real customers before finalizing — use them in interviews or A/B tests
- Revisit the value proposition when expanding to new segments or when competitive dynamics shift
- Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors
