Access this template here.

Introducing the newest version of

Fletch PMM's Value Proposition Canvas

(see an example of Figma's three early value propositions below 👇🏻)

Robert Kaminski🎯 and I continue to iterate on our approach to value proposition building (this is version 857 maybe?)

After working with over 60 startups on their positioning/messaging across countless industries, we have discovered some key insights:

1️⃣ Your product's capabilities stand out MOST when you compare them directly to the weaknesses of your customer's alternatives

→ This is the core of "differentiated value" as April Dunford calls it

→ It also takes a page out of Good Strategy/Bad Strategy by Richard Rumelt

→ As you can seen, the "alternatives" aren't always other products

2️⃣ Your product's benefits MUST remove the blockers to progress related to the specific use cases of your customers

→ This takes influence from Jobs thinkers like Alan Klement

(re-reading "When Coffee and Kale Compete")

3️⃣ As silly as it sounds, doing Product Marketing requires talking about the PRODUCT

→ Each capability MUST be tied to specific feature(s) in order to make sure you're ACTUALLY sharing a capability — and not something fluffy

→ for example, "operationalize your critical data" is not a helpful capability to share

(quoting Airtable)

4️⃣ When articulating use cases, you must do so in a way that your CUSTOMERS would actually say

→ "increase revenue" is NOT a use case, it's an OUTCOME of a use case

→ in other words, use cases should be "lead measures" not "lag measures"

Let me know if you want to try it out — happy to share a blank Figma template.