Defining your value proposition

With a deep understanding of target users’ needs constructed, you can shift focus to sculpting a compelling value proposition by isolating the unique strengths of your product and the outcomes it delivers to customers. Key elements for conveying differentiated value include the following:

1. Key differentiators.
2. Core benefits.
3. Killer use cases.
4. Core messaging.

Key differentiators

Start by counting what tangible capabilities make your solution stand apart from competitors and alternatives. How does it improve upon the status quo? Key differentiators should do the following:

• Directly address frustrations and desires identified through customer research
• Offer tangible improvements over current solutions
• Align with target user priorities and decision-making considerations
• Provide competitive technical, creative, or servicing advantages
• Deliver innovative capabilities that competitors lack

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