Before you start scaling any new initiative, nail your value proposition.

Get it right and start scaling.

Old architecture and new architecture divided diagonally by a line.

Before you start scaling any new initiative, nail your value proposition.

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Without a great value proposition, you are basically doomed to fail your scaling activities.

A value proposition is a promise of value to be delivered and the primary reason a prospect will buy from you.

‍It is your big, bold claim.

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You can recognize a well build value proposition immediately. If done correctly it:

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🔹 Explains how your product solves the customers' problems or improves their situation (relevancy);

🔹 Delivers specific benefits (quantified value);

🔹 Is replicable without changing it per prospect (scalability);

🔹 Tells the ideal customer why they should buy from you and not from the competition (unique differentiation).

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Writing a value proposition is not something you do from behind your desk. In our experience, it takes 5 to 7 problem-discovery experiments to figure out how to be relevant.  

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You should run between 4 and 6 solution discovery experiments to determine your quantified value and unique differentiation, and you may need between 30 to 40 pitches to nail the scalability of your proposition.

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Remember my last post about "Good things take time?" This is a perfect example.

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After you have done all the required experiments, you can start writing. Make sure you nail every point here;

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🔹 Clarity! Your value proposition is easy to understand;

🔹 Your value proposition communicates the specific results a customer will get after using your products and/or service. Use metrics when possible to be even more specific;

🔹 It shows what makes your product 10x better/cheaper/quicker/safer than the existing alternatives of your customer;

🔹 It avoids hype (like 'never seen before amazing miracle product'), superlatives ('best') and business jargon ('value-added interactions');

🔹 It avoids technical features and specs and uses benefits instead;

Your central promise can be read and understood in about 5 seconds.

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Your value proposition is the centre of everything you do.

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Nail it, and start scaling.

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Don't create unicorns,

Let's breed blue whales.

🐋