The Value Proposition

How Do You Create an Effective Value Proposition?

When creating or evaluating a value proposition, it is helpful to step away from the long lists of features and benefits and deep competitive analysis. Stick to the simple, and strive for focus and clarity. A value proposition should be clear, compelling, and differentiating.

• Clear: short and direct; immediately identifies both the offering and the value or benefit.
• Compelling: conveys the benefit in a way that motivates the buyer to act.
• Differentiating: sets the offering apart or differentiates it from other offerings.

Here are some examples of value propositions from company websites:

• "Soundtrack your life" (Spotify)
• "Small Business Accounting Software Designed for You, the Non-Accountant" (FreshBooks)
• "Remember Everything" (Evernote)
• "That Horizon Might Be Closer Than You Think" (Mint)
• "Rides in Minutes" (Lyft)
• "Shorten. Share. Measure." (Bitly)