Value proposition
The value proposition explains what relevant benefit a solution offers, to whom, and why it deserves to be chosen
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It should connect a need with specific capabilities and evidence. It can guide product design and communication. A list of features is not enough if it does not explain how it improves a situation that matters to the customer.
Variants and linked concepts
- Benefits. Benefits explain what a person gains by using an offering, beyond listing its features.
- Emotional benefits. Emotional benefits relate to how a person feels, for example by gaining peace of mind or confidence.
- Functional benefits. Functional benefits describe outcomes of use, such as saving time or reducing effort. They can also be a source of differentiation.
- Symbolic benefits. Symbolic benefits connect the offering with identity, belonging or social recognition, depending on the audience and context.
- Added value. Added value describes an additional benefit perceived compared with an alternative. It should be explained from the customer's need.