How to Test Value Propositions like a Business Designer

VALUE PROPOSITION Describes the benefits customers can expect from your products and services.

1. A Unique Value Proposition This represents the finished story benefit or promise that you make to your customers to get their attention. If you were building a job-hunting site, for example, rather than rattling off your unique features, focus on what job seekers want: “Get a dream job in sixty days.”

The value propositions visible and tangible and thus easier to discuss and manage. It perfectly integrates with the Business Model Canvas and the Environment Map, two tools that are discussed in detail in Business Model Generation

While a value proposition seems straightforward, it can be a challenge to execute. It takes serious work to get to a pithy statement that is both understandable and compelling. It's much easier to write (or think) long than to write (or think) short.