Every startup needs at least one primary argument to support their approach into a market.

Here's a 7 question framework

↳ and 4 "guiding links"…

💪 To help you build stronger value propositions that actually support your positioning.

1️⃣ Who are you crafting the message for?

(Target Customer 🟢)

This is a critical anchor to get to the right context for your argument.

Remember, people receive your messages, NOT companies.

Primary targets are usually the champion, user, or core team that uses the product.

2️⃣ What does the product let this person do?

(Capability 🟠)

Don't sugarcoat the answer to this question.

🔗 Product Link 🔗

↳ Think in terms of what the user would actually see and do.

3️⃣ When would someone need this capability?

(Use Case 🟤)

It helps to start with the prompt:

"The user is trying to..."

Don't be abstract with stuff like "They're trying to grow"

↳ you should be able to see your prospect doing these things.

4️⃣ How does the customer currently carry out this use case?

(Current Way ⚫)

This can take on two forms:

→ Competitive

(using a competing product)

→ Contextual

(carrying out a set of processes or activities)

5️⃣ What are the limitations of doing it this way?

(Limitation of Current Way 🟥)

🔗 Capability Link 🔗

↳ This limitation should drastically contrast with the capability your product provides.

🔥 This comparison is the core of your differentiation.

6️⃣ What is the underlying problem they run into?

(Underlying Problem 🔴)

🔗 Current Way Link 🔗

↳ This is the core flaw or challenge that directly ties to their current way of doing things.

This is usually something that they don't directly control.

7️⃣ What's the outcome of doing it your way?

(Benefit 🔵)

🔗 Problem Link 🔗

↳ This benefit should directly oppose the problem they are running into.

It's important that this benefit is something that your product actually influences.

____

The example shown is for

Loom

— And how they could build up a value proposition for Sales Teams.

Remember, your core value propositions are your supporting arguments of your positioning.

❌ The goal isn't to make these "sound good".

✅ The goal is to highlight the contrast between your product's value...

↳ Against the current way your customers do things.