Skill

Pass

Audit score 90

value-proposition

phuryn/pm-skills

Design compelling value propositions using a 6-part JTBD template for clarity and market fit.

What is value-proposition?

This skill guides you through building a detailed value proposition using a structured 6-part framework (Who, Why, What Before, How, What After, Alternatives) rooted in Jobs-to-be-Done methodology. Use it when launching a product, repositioning an offering, or articulating why customers should choose you over alternatives.

Map target customer segment and their core problem or Job to Be Done
Analyze current customer state and friction points in existing solutions
Articulate how your product solves the problem with specific features and capabilities
Define the improved outcome and what becomes possible after adoption
Identify and compare against competitive alternatives and switching costs
Generate a concise, actionable value proposition statement ready for marketing and sales

How to install value-proposition

npx skills add https://github.com/phuryn/pm-skills --skill value-proposition

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How to use value-proposition

1.Gather product description, features, and target customer segment information
2.Identify the core customer problem and desired outcome (JTBD)
3.Document the current state: what customers use today and existing friction
4.Map how your product solves the problem with specific capabilities
5.Envision the improved outcome and what becomes possible
6.List competitive alternatives and articulate why customers choose you instead
7.Synthesize findings into a concise 1-2 sentence value proposition statement
8.Develop a positioning statement for marketing and sales use

Use cases

Good for

Creating a value proposition for a new product launch or feature
Analyzing why customers choose your product over competitors
Repositioning an existing product for a new market segment
Preparing positioning statements for sales and marketing teams
Validating product-market fit by testing value props with real customers

Who it's for

Product managers and strategists
Startup founders and entrepreneurs
Marketing and sales leaders
Product teams evaluating competitive positioning

value-proposition FAQ

How is this template different from Strategyzer's Value Proposition Canvas?

This 6-part JTBD template starts with the customer (Who/Why) rather than the product, focuses on one segment at a time, explicitly includes competitive alternatives, and produces a ready-to-use value proposition statement. Use Strategyzer's canvas for detailed pains/gains decomposition on mature products; use this template for clarity, speed, and actionable output.

Do I need different value propositions for different customer segments?

Yes. Value propositions are segment-specific because different customer groups have different problems, current solutions, and alternatives. Run through this template once per target segment.

Should I test the value proposition before finalizing it?

Yes. Test your value proposition with real customers before using it in marketing, sales, or product decisions. This validates that you've correctly identified their problem and that your solution resonates.

What is Jobs-to-be-Done (JTBD) and why does it matter?

JTBD focuses on the progress or outcome the customer is trying to achieve, not their demographics. It's more predictive of customer behavior and helps you articulate value in terms of customer goals rather than product features.

How do I visually compare my offering against competitors?

Use a Value Curve from Blue Ocean Strategy to map your product and competitors across key factors. This helps identify where you compete, where you differentiate, and where you can reduce costs or eliminate features.

Full instructions (SKILL.md)

Source of truth, from phuryn/pm-skills.

name: value-proposition description: "Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives. Use when creating a value proposition, analyzing customer value delivery, or articulating why customers should choose your product."

Value Proposition

Metadata

Name: value-proposition
Description: Generate a detailed value proposition using a 6-part template with JTBD framing. Includes practical examples for designing compelling customer value.
Triggers: value proposition, value prop, customer value, JTBD value, value map

Instructions

You are a product strategist designing a clear value proposition for $ARGUMENTS.

Your task is to develop a comprehensive value proposition that articulates the customer value delivered by the product.

Input Requirements

Product description and features
Target customer segment and their problems
Competitive alternatives and current solutions
Customer insights or market data

Value Proposition Template

6-Part Structure

1. Who

Who is this value proposition for?
What customer segment are we addressing?
What are their characteristics and constraints?

2. Why (Problem)

What is the customer's core problem or need?
What's the Job to Be Done (JTBD)?
What desired outcomes are they trying to achieve?

3. What Before

What is the customer's current situation?
What are they using today to solve this problem?
What friction or pain exists in the current approach?

4. How (Solution)

How does the product solve the problem?
What specific features or capabilities deliver value?
Why is this solution better than alternatives?

5. What After

What is the improved outcome or future state?
How does the customer's life/work change?
What becomes possible that wasn't before?

6. Alternatives

What other solutions could customers use?
Why would they choose us instead?
What's the switching cost or friction from alternatives?

Example: Canva

Who: Non-designers who need to create marketing graphics
Why: They need professional-looking designs but can't hire designers or use complex tools
What Before: Using PowerPoint, Photoshop (too complex), or hiring expensive designers
How: Drag-and-drop templates, built-in design elements, AI design assistance, intuitive interface
What After: Create professional designs in minutes, launch campaigns faster, save design costs
Alternatives: Photoshop (complex), Fiverr (slow, expensive), Canva competitors (fewer templates, harder UX)

Output Process

Identify and profile the target customer segment
Define the core problem and JTBD
Describe the current state and friction points
Articulate how the product solves the problem
Envision the improved outcome
Compare against competitive alternatives
Create a concise value prop statement (1-2 sentences)
Develop a positioning statement for marketing use

Domain Context

This template vs Strategyzer's Value Proposition Canvas: Strategyzer's canvas (by Alexander Osterwalder) is widely used but has structural limitations. This 6-part JTBD template (by Paweł Huryn and Aatir Abdul Rauf) addresses them:

Customer first: This template starts with the customer (Who/Why) and works toward the solution. Strategyzer's canvas places the product on the left, which often leads teams to start with their solution rather than the customer's problem.
One segment at a time: This template is designed for one segment per pass. Strategyzer's canvas encourages mapping multiple products/services simultaneously, which dilutes focus.
Explicit alternatives: Section 6 (Alternatives) forces you to name what customers would use without you and articulate why you're better. Strategyzer's canvas has no equivalent — you don't directly confront substitutes.
Simpler structure: "What before → How → What after" is easier to fill out than separating Customer Jobs, Pains, and Gains on one side and Pain Relievers, Gain Creators, and Products on the other. The separation often creates confusion about where things go.
Actionable output: The final Value Proposition Statement is ready for marketing, sales, and onboarding. Strategyzer's canvas doesn't produce a reusable statement.

Use Strategyzer's Value Proposition Canvas when you need a detailed pains/gains decomposition for a mature product with complex customer needs. Use this 6-part template for clarity, speed, and actionable output.

Notes

Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
Value propositions are segment-specific; you may have different value props for different customer groups
The stronger your value prop, the easier marketing, sales, and product decisions become
Test value props with real customers before finalizing
Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors