Cluster Value into Themes

Once you have a list of value points, the next step is to group them into a small number of "value themes." A value theme is a collection of related value points that, when taken together, tell a compelling story about why a customer should choose your product.

To do this, you need to look at your value points from the customer's perspective. What points would they naturally group together?

For example, if you have value points like "works on any mobile device" and "works without an internet connection," you could group them into a value theme called "supports remote environments."

The goal of this exercise is to simplify your positioning and focus on what's most important. Instead of trying to communicate a long list of individual value points, you can communicate a small number of powerful value themes.

This will make it easier for customers to understand your value proposition and remember why your product is the best choice for them.

Related Concepts:

• From Features to Benefits to Value
• Value is About Customer Goals
• Don't Assume Customers Will Figure it Out