Examples of bad value propositions:
Nobody gets up in the morning thinking "I need an intelligent, scalable database."
Sell the problem that you're solving, not the product that you're making.
Product managers or engineers are more technical in nature, they often speak in terms of features and functionality. So it's easy to fall into the trap of basing your value propositions on that.
There needs to be an intense enough pain for the prospect to buy our product vs doing it themselves. Otherwise it's a "nice to have" or even worse a totally necessary product.
Value Proposition Framework
- Context - What macro trends are happening in our customer's market. What's affecting them?
- Customers - What are our customer's pain points?
- Business Benefit - How do our products and solutions map to these pain points? How do we help?
- Differentiate - What makes us different from our competition? Where do we win?
Good Value Prop Examples
How does your value proposition inform your messaging?