How to Craft a Winning Value Proposition
At its heart, a value proposition is the core of your Go-To-Market story. It is the bridge between what you’ve built and the person you hope will join you in it.
I see clients struggle with this more than almost anything else. Where it usually goes wrong isn't a lack of brilliance; it’s a lack of balance.
When we craft a value proposition, it’s easy to tell a one-sided story, the side you’re most familiar with. And a one-sided story is a missed opportunity for connection.
Every strong value proposition requires two essential elements:
What you do/offer (The Solution)
Why it matters to your customer (The Meaning)
It is incredibly common to nail the first part. We describe our products, our services, or our ideas with beautiful, technical precision. But then we stop. We leave out the part that matters most: demonstrating that we understand them and their world.
I often liken this to going on a first date and talking about yourself the whole time. Technically, you are communicating. You are sharing facts. But you aren’t creating a relationship. To "pick up what you’re puttin' down," the person across the table needs to know how you fit into their narrative, not just yours.
Don’t Make Them Do the Math
One of the biggest mistakes in GTM storytelling is the "Assumed Leap." We assume that because our solution is so clearly effective, our audience will automatically imagine how it solves their pain.
Don't assume.
Your audience is busy, overwhelmed, and living in their own complex world. They shouldn’t have to translate your features into their relief. It is your job to bridge that gap. You must be explicitly clear about why your offer is relevant to them—in their terms, not yours.
The magic happens when you show them that you see their world as clearly as they do. When you lead with understanding, you earn the right to ask for action.
✋ Try This: The Buy-In Audit
This applies to everything—from a global product launch to asking for support on a small internal project. Think of something you’re trying to get buy-in for this week and run it through this filter:
The "What": Can I describe my offer in one clear sentence?
The "Why": Can I articulate why this matters to them specifically, using language that mirrors their actual day-to-day pain or desires?
If you can’t clearly state both, keep refining until the bridge is solid.
🎯 Follow the Thread
The strongest stories—the ones that move people to change—are built on empathy. By answering your audience’s question, "What does this mean for me?" before it's even asked, you aren't just selling; you're building a movement.
Show them you see their world, then show them how you can help make it better.
