Value Proposition

Turn what a product does into a single promise a specific buyer believes and can act on — the message everything else hangs off.

When to use

When the user needs a crisp value proposition for a homepage hero, deck, or campaign; when messaging feels generic, feature-led, or doesn't say who it's for; or when a new audience or segment needs its own framing.

Before you start

1. Read the brand/product context first. Pull the ICP/segment, the product's core capability, the top customer pain, the differentiator, and proof (metrics, outcomes) from .agents/product-marketing.md. If missing, ask the user for three things: who it's for, the main problem solved, and one proof point.
2. Gather inputs: the segment to lead with, if there's more than one.
3. Confirm the objective: a defensible one-liner. If category and competitive frame aren't settled, run positioning-statement first; if the user wants the full hierarchy, use messaging-framework.

Method

A value proposition leads with the outcome the buyer gets, names who it's for, and attaches the mechanism and proof that make it believable — and hard for a competitor to copy. Write the promise as outcome → because → mechanism, then prove it. No proof means it's a slogan.

Workflow