Frame
Value Proposition Design
Shaping an offer around what a specific audience is trying to do, and their biggest problems.
What is Value Proposition Design?
Shaping an offer around what a specific audience is trying to do, and their biggest problems.
What you learn
An offer wins when it solves what its audience struggles with most.
When it helps
you can describe features, but not why this audience would choose them.
Use it at work
- Pick one audience and situation.
- List what they’re trying to do, their pains and the gains they want.
- Rank the pains by how much they matter.
- Write an offer that answers the biggest one, then test it.
Your output
Write your audience’s top three struggles in their words. Check that the first line of your offer answers the biggest one.
Watch for
Leading with features instead of the audience’s biggest struggle.
Related practices
Sources
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