More than (key)words: A better approach content strategy for 2025 and beyond

Value propositions aren't features or benefits. They're a clear articulation of the tangible outcomes your solutions enable. And, when done right, they don't just describe what your business does but make it unmistakeable why that matters to your customers.

Think of narratives as a layering process:

1. Start with your value propositions to clarify what makes your brand unique.


2. Map these to relevant CEPs to anchor your messaging in real buying situations.


3. Use consistent themes and stories to build memory links that stick.

Good value propositions are specific, defensible, and rooted in your audience’s reality. Think beyond product specs. What’s the human impact? How does it make someone’s job easier, their results better, or their life more manageable?