Notes on How to Write a Value Proposition

What is a Value Proposition?

• A value proposition is a simple statement that summarizes why a customer would choose your product or service.

• It communicates the clearest benefit that customers receive by giving you their business.

• Every value proposition should speak to a customer’s challenge and make the case for your company as the problem-solver.

• A great value proposition may highlight what makes you different from competitors, but it should always focus on how customers define your value.

• Conversations around brand strategy and taglines should stem from a value proposition, but they aren’t one and the same.

• A value proposition acts as a bridge between customers’ needs and your offerings; it’s a mantra that unites the two halves of the business.

• Analogy: learning to write a value proposition is like laying a foundation for a house — you may not see it, but everything you do later rests on it.

Why bother learning how to write a value proposition?

• It clarifies the way forward for your entire company when you’re intentional about aligning product/service value with customer needs.

• It grounds strategic decisions and messaging in customer value rather than internal features alone.

• It helps prevent scope creep or watered-down outcomes when too many voices try to shape it early on.

• Practical guidance in this material emphasizes starting with a small team (no more than three people) to hone a few compelling options before broader adoption.

Three ways to write a value proposition

• You can start with one method or try all three in a workshop to refine ideas with greater precision.

• 1) Map out a value proposition canvas (Peter Thomson)

• 2) Ask Harvard Business School’s essential questions

• 3) Use Steve Blank’s formula to distill insights

1) Value Proposition Canvas (Peter Thomson)

• Thomson’s canvas explores seven areas to connect business strategy and brand strategy from the customer’s perspective, aiming for minimum viable clarity and a one-sentence value proposition.

• Viewpoints to cover: benefits of the product, how features improve the customer’s life, and the customer’s experience.

• Focus areas when drafting:

  • Emotional drivers (wants) vs rational motivators (needs)

  • Fears (undesired outcomes)

• When crafting, consider how a product affects a buyer’s perceived likelihood of failure, anxiety, or reputation at work.

• A roadmap for articulating value uses Bain & Company’s 30 Elements of Value (and their B2B counterparts) as guidance on value dimensions.

• Practical guidance: write with the customer’s perspective in mind; ask how features translate into pleasure or pain reduction and how the experience makes the customer feel.

2) Harvard Business School’s essential questions

• Harvard argues the value proposition is the outward-facing element that connects the demand side (customers) with the supply side (operations).

• Three prompts to brainstorm as a group:

  • Which customers are you going to serve?

  • Which needs are you going to meet?

  • What relative price will provide acceptable value for customers and acceptable profitability for the company?

• Depending on your product, it may make sense to start with the first question, the second, or both.

• The three questions form a triangle that guides toward a succinct value proposition; you move through them to identify your core offering.

• Consider which leg of the triangle is the strongest value driver (e.g., cost savings vs. better product/experience vs. expanding the market to meet an unrealized need).

• Example used: Apple’s iPad as a case where a new demand was created rather than just delivering a cheaper alternative.

3) Steve Blank formula for distilling insights

• Steve Blank popularized a simple template to convert brainstormed insights into a concise value proposition.

• Core idea: emphasize benefits, not just features; keep it simple and gut-driven.

• Intuitive template (the Blank formula):

  • I help X do Y by Z

• Example (from the text):

  • I help marketing teams to resonate with their target audiences by communicating with clarity and compassion.

• Another example for a local coffee shop: We help our local customers to feel good and do good by fueling them up with artisanal coffee in a community-focused space.

• Process advice:

  • Have team members draft individually, then compare results to surface priorities.

  • Draft in the language customers actually use to reduce the gap between what you say and what they hear.

• Important reminder: the value proposition should reflect the customer voice, e.g., phrases like emails slipping through the cracks, to ensure resonance.

Language and voice: writing in the customer’s words

• When you draft a value proposition, use the language your customers would use.

• A proposition that mirrors customer vocabulary closes gaps between perception and reality.

• The architecture of a value proposition often follows a pattern like: We help (X) do (Y) by doing (Z).

Six modern value proposition examples (demonstrating how strong propositions influence strategy)

• Note: These examples illustrate how a strong value proposition can anchor a company’s strategy and market positioning. They are not exact internal taglines, but they reflect how value is perceived externally.

1) Slack

• Core idea: Slack saves time by tearing down communication and systems silos.

• Experience: An enjoyable alternative to the traditional email inbox and scattered tools.

• Market impact: Fastest-growing SaaS startup ever; used by 77% of Fortune 500 companies.

• Organizational note: Slack built a strong value proposition that allowed for a pared-down sales approach.

2) Bloom & Wild

• Value: Online flower delivery that reduces friction and simplifies gifting.

• Capabilities: Deliver in under a minute via mobile/desktop; flowers packaged in flat boxes for mailbox delivery; longer-lasting blooms.

• Price/experience: Competitive pricing with strong customer experience; strong word-of-mouth marketing.

3) Airbnb

• Dual-value proposition: Travelers gain a truly local experience; hosts gain extra income.

• Positioning: Guests feel at home with local knowledge; homes offer character and neighborhood authenticity.

• Brand evolution: From cheaper lodging to experience-driven with a premium option (Airbnb Plus).

• Tagline alignment: Belong Anywhere.

4) Fjällräven

• Core offering: High-quality, sustainably made outdoor gear balancing form and function.

• Distinguishing factors: Own materials (G-1000) and Greenland Wax; durable products designed for lifetime use.

• Audience: Conscious consumers who value sustainability and outdoor durability; allows premium pricing.

• Brand promise: Craft products for a lifetime of memories.

5) Juniper Print Shop

• Value proposition: Affordable design through accessible art.

• Model: Content from Juniper Print Shop provides templates for affordable art; digital downloads and physical prints; cost-effective and easy-to-install.

• Framing strategy: Recommendations like using affordable frames (e.g., IKEA) to keep costs down.

6) Found My Animal

• Mission-driven value: Donates a portion of profits to animal rescue groups.

• Product focus: Leashes and dog accessories built for rescue dog needs (durable); philanthropy integrated into marketing.

• Social impact: The Rescue Orange Project; partnerships with nonprofits (64+ groups mentioned).

• Customer appeal: Buyers feel they’re supporting animal welfare with quality products.

The best value propositions evolve with your customers

• After establishing a value proposition, revisit it as customers and markets change.

• Build feedback loops to stay informed about evolving needs and buying behaviors.

• The goal is to keep the value proposition aligned with real customer value over time, not a static statement.

Practical implications and takeaways

• Start small when building a value proposition; avoid trying to please everyone.

• Use customer language and real-world problems to anchor your value proposition.

• Employ multiple methods to cross-validate your thinking (canvas, Harvard prompts, Steve Blank template).

• Align your value proposition with customer needs, price tolerance, and profitability considerations.

• Leverage the three-question framework to keep the proposition concise, relevant, and future-ready.

Quick reference checklist

• Does the proposition address a clear customer challenge?

• Does it articulate the primary benefit in measurable or perceivable terms?

• Is it focused on customer-defined value rather than internal features alone?

• Have you tested the language with actual customers to ensure resonance?

• Are you clear about the audience segments and the problem you’re solving for them?

• Is there a plan to revisit and revise the proposition as customer needs evolve?

Real-world relevance and connections

• The value proposition links operational strategy with outward-facing demand signals, aligning product, marketing, and customer experience.

• It supports decision-making about pricing, product development, and messaging.

• The approach aligns with foundational principles of value creation: reduce customer pain, increase customer pleasure, and deliver a credible, differentiated promise.

Mathematical notes and references

• There are seven areas to explore in the Value Proposition Canvas (Peter Thomson): $7$ areas.

• Bain & Company’s 30 Elements of Value are used as a roadmap to articulate customer value (contextualized for both B2C and B2B).

• Harvard’s three questions form a triangular framework for crafting the value proposition, with emphasis on customer segments, needs, and price/value tradeoffs.

• A commonly cited statistic: Slack is used by $77\%$ of Fortune 500 companies.

• The Steve Blank template for value propositions is: $\text{I help } X \text{ do } Y \text{ by } Z.$

Connections to broader principles

• Value propositions are foundational to brand strategy, product-market fit, and go-to-market planning.

• They reflect a demand-side lens, complementing internal operations and supply-side concerns.

• Ethical and practical implications include ensuring claims are truthful, avoiding overpromising, and keeping promises aligned with actual customer experience.

Endnote on evolution

• As markets evolve, the best value propositions remain adaptable, evidence-based, and consistently revisited through customer feedback and market signals.

What is a Value Proposition?

• Defines why customers choose your offering.

• Communicates the clearest benefit you provide.

• Addresses a customer's challenge, positioning your company as the solution.

• Highlights what makes you different, focusing on customer-defined value, not just competitors.

• Unites customer needs and business offerings; it's a foundational "mantra."

Why Learn to Write a Value Proposition?

• Clarifies company direction by aligning product/service with customer needs.

• Grounds strategic decisions and messaging in customer value.

• Prevents scope creep and diluted outcomes; start with a small team (1-3 people) to refine options.

Three Ways to Write a Value Proposition

• Start with one method, or use all three for precise refinement.

  1. Map a Value Proposition Canvas (Peter Thomson).

  2. Ask Harvard Business School’s essential questions.

  3. Use Steve Blank’s formula to distill insights.

1) Value Proposition Canvas (Peter Thomson)

• Explores seven areas to connect business and brand strategy from the customer's view.

• Aims for one-sentence clarity.

• Covers: product benefits, how features improve life, and customer experience.

• Focuses on: emotional drivers (wants), rational motivators (needs), and fears (undesired outcomes).

• Considers how a product impacts a buyer's perceived likelihood of failure, anxiety, or reputation.

• Utilizes Bain & Company’s 30 Elements of Value as guidance.

• Action: Write from the customer's perspective; link features to pleasure/pain reduction and customer feelings.

2) Harvard Business School’s Essential Questions

• Connects demand (customers) with supply (operations).

• Brainstorm three prompts as a group:

  • Which customers will you serve?

  • Which needs will you meet?

  • What relative price offers acceptable value for customers and profit for the company?

• Forms a triangle guiding toward a succinct value proposition.

• Identifies the strongest value driver (e.g., cost savings, better experience, new market creation).

• Example: Apple's iPad created new demand, not just a cheaper alternative.

3) Steve Blank Formula for Distilling Insights

• Emphasizes benefits, not just features; keep it simple and intuitive.

• Template: $ext{I help } X ext{ do } Y ext{ by } Z.$

• Example: I help marketing teams to resonate with their target audiences by communicating with clarity and compassion.

• Action: Draft individually, compare, and use customer's actual language to ensure resonance (e.g., "emails slipping through the cracks").

Language and Voice: Writing in the Customer’s Words

• Use the language your customers use.

• Closes gaps between perception and reality.

• Follows a pattern like: We help (X) do (Y) by doing (Z).

Six Modern Value Proposition Examples (Influencing Strategy)

These examples show how strong value propositions anchor company strategy externally.

1. Slack: Saves time by tearing down communication silos; offers an enjoyable alternative to email. Used by $77\%$ of Fortune 500 companies.

2. Bloom & Wild: Reduces friction in online flower delivery; offers flat-box mailbox delivery and longer-lasting blooms.

3. Airbnb: Provides local experiences for travelers; offers extra income for hosts. Evolved from cheap lodging to experience-driven.

4. Fjällräven: Offers high-quality, sustainable outdoor gear for lifetime use, balancing form/function through own materials (G-1000).

5. Juniper Print Shop: Delivers affordable design through accessible art (digital downloads/physical prints) via templates.

6. Found My Animal: Donates profits to animal rescue; sells durable leashes designed for rescue dogs; integrates philanthropy.

Best Value Propositions Evolve

• Revisit your proposition as customers and markets change.

• Build feedback loops to stay informed.

• Goal: Maintain alignment with real customer value over time.

Practical Implications & Takeaways

• Start small when building; avoid trying to please everyone.

• Anchor your proposition in customer language and real-world problems.

• Cross-validate using multiple methods (canvas, Harvard, Blank template).

• Align with customer needs, price tolerance, and profitability.

• Use the three-question framework for conciseness and future-readiness.

Quick Reference Checklist

• Does it address a clear customer challenge?

• Does it articulate the primary benefit clearly?

• Does it focus on customer-defined value?

• Have you tested the language with actual customers?

• Are you clear about the audience and problem?

• Is there a plan to revisit and revise it?

Real-World Relevance

• Links operational strategy with demand signals.

• Supports decisions on pricing, product development, and messaging.

• Aligns with value creation principles: reduce pain, increase pleasure, deliver a credible promise.

Mathematical Notes and References

• Seven areas to explore in the Value Proposition Canvas (Peter Thomson): $7$ areas.

• Bain & Company’s 30 Elements of Value guide value dimensions.

• Harvard’s three questions form a triangular framework.

• Slack is used by $77\%$ of Fortune 500 companies.

• Steve Blank template: $ext{I help } X ext{ do } Y ext{ by } Z.$

Connections to Broader Principles

• Foundational to brand strategy, product-market fit, and go-to-market planning.

• Reflects a demand-side lens, complementing operational concerns.

• Ensures truthful claims and alignment with customer experience.

Endnote on Evolution

• Value propositions must remain adaptable, evidence-based, and consistently revisited through customer feedback.