Value Propositions That Make Customers Choose You
Value Proposition & Differentiation: leave with a value proposition canvas, benefit ladder and a proof-point library.
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Learn this topic with a mentor
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- Bring your own work — code, campaign, report or plan
- Mentor matched to this topic
- Time, format and fee confirmed by email first
What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why value proposition & differentiation matters — the common problem: Claims of being "best quality" or "customer-first" convince no one without evidence.
- 2Core concepts in plain language: Customer problems, customer outcomes, functional benefits, emotional benefits, social benefits, unique selling propositions
- 3Going further: unique value propositions, reasons to believe, competitive differentiation, proof points, differentiation versus distinctiveness, promise–delivery alignment
- 4Framework walkthrough: Value Proposition Canvas, Jobs to Be Done, Benefit Laddering
- 5Practical workflow, built live: A value proposition canvas, benefit ladder and a proof-point library.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A value proposition canvas, benefit ladder and a proof-point library.
- A working understanding of Value Proposition Canvas and Jobs to Be Done
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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