Value Proposition
The one sentence that says why you win.
Workflow
Step 1Market Research
ObjectiveUnderstand the market.
InputMarket data
OutputMarket view
Key activities
Research the market and alternatives
Decision points
Who else plays here?
Tools: ExaRoles: Marketing · founder
Success: Market clear
Quality gate: Go: clear. Loop back: fog.
Why it matters
- The value prop is the message everything hangs on. Get it right and every channel works harder; wrong, and nothing lands.
Best practices
- Build it from customer research, not features.
- Articulate the outcome, not the output.
- Test it against real buyers.
- Train sales on it until it's their own.
Common mistakes
- A value prop that's a feature list.
- Built in a room, never tested.
- Different versions in different decks.
Key questions
- What do customers say is the value — in their words?
- Is the proposition consistent everywhere?
Agents that drive this
WriterMarket Research
Tools we use · alternates in [ ]
Exa[ Tavily, Apify, Brave Search ]Claude[ OpenAI, DeepSeek, Gemini ]Notion[ Confluence, Obsidian ]