Value (and proof)

Value is the benefit that you can deliver to customers because of your Unique Attributes. It's the answer to the customer's question, "So what?" Why should they care about your secret sauce?

Value should be:

• Customer-centric: It should be expressed in terms of the customer's needs and goals, not your product's features.
• Quantifiable: Whenever possible, value should be expressed in concrete, measurable terms (e.g., "save 10 hours per week," "increase revenue by 15%").
• Provable: Your claims about value should be backed by evidence, such as customer testimonials, case studies, data, or third-party reviews. Your opinion of your value does not count as proof.

For example, a unique attribute might be a "patented query algorithm." The value of that attribute could be that "companies can get answers from their data in minutes rather than hours," which in turn helps them "serve their customers better."

Value is the bridge between your product's features and your customer's needs. It's what makes your product not just different, but better.

Related Concepts:

• The Five Components of Effective Positioning
• Unique Attributes
• Competitive Alternatives
• Target Market Characteristics