Avoiding pitfalls in value proposition design

While a strong value proposition provides a strategic foundation, executing resonant messaging can still be derailed by common pitfalls. Start-ups hoping to connect with customers must be vigilant in sidestepping these missteps.

Not actually solving a real customer need

Impactful positioning begins with products that address tangible pain points better than alternatives. Teams should avoid contriving solutions for nonexistent or superficial wants that lack a real market.

The cautionary tale of Juicero illuminates this pitfall. Juicero developed a beautifully engineered $400 juicing appliance capable of pressing wonderful fresh juice from proprietary produce packs. However, their solution failed commercially because it solved little real customer pain versus simply purchasing juice at a grocery store. Their messaging touted advanced tech capabilities rather than meaningful user benefits.

Extensive user research, prototyping,...