Value Proposition

Category: Strategy

A one-sentence promise: for whom, of what benefit, differentiated how.

Value proposition template: 'For [audience] who [problem/need], [product] is a [category] that [primary benefit]. Unlike [alternative], we [differentiator].' If you can't fill this out in one clear sentence, your positioning isn't ready for a launch — no matter how good the campaign creative is.

See also: positioning, messaging, icp