value-proposition

Value Proposition - Design Product Value Propositions Using the 6-Step JTBD Template

Skill Overview

Help product managers and entrepreneurs use a six-step framework to design clear value propositions, moving from customer problems to competitive advantage analysis and rapidly developing product positioning strategies.

Applicable Scenarios

1. Designing Value Propositions for New Products or Features

When you need to define the value proposition for a new product, feature, or service, this skill can systematically organize the target customers, core problems, solutions, and competitive advantages to ensure clear product positioning aligned with market needs.

2. Analyzing Customer Value Delivery for Existing Products

For existing products, this framework can be used to evaluate whether current value delivery is effective, identify customer pain points and opportunities for improvement, and optimize product positioning and marketing communications.

3. Explaining Product Competitive Advantages to Customers and Investors

Generate structured value proposition statements for use in marketing materials, sales presentations, investor pitches, and new employee training, clearly expressing “why customers should choose us.”

Core Features

1. Six-Step JTBD Template

Provides a complete customer value analysis framework:

Who: Define the target customer segment and its characteristics

Why: Identify the customer’s core problem and the job to be done (JTBD)

What Before: Describe the customer’s current situation and the pain points of existing solutions

How: Explain how the product solves the problem and delivers unique value

What After: Describe the improvements and future state after using the product

Alternatives: Analyze competitors and alternative solutions to clarify the reasons for choosing your product

2. Customer-First Analysis Process

Adopts a “from customer to solution” approach, avoiding self-centered value propositions driven by product features. Through an eight-step output process—customer segmentation → problem definition → current-state analysis → solution explanation → outcome vision → competitive comparison → value statement → positioning statement—every stage remains focused on genuine customer needs.

3. Actionable Marketing Outputs

Generates two types of ready-to-use statements:

Value Proposition Statement: A concise one- or two-sentence expression of the product’s core value

Positioning Statement: A standard positioning description for marketing materials

The output can be used directly in website copy, advertising slogans, sales pitches, and brand communications.

Frequently Asked Questions

What Is a Value Proposition? Why Use the Six-Step JTBD Template?

A value proposition is a core promise to customers that clearly communicates “why customers should choose your product over other solutions.” The six-step JTBD template offers several advantages: ① it starts with the customer rather than the product, avoiding assumptions made in isolation; ② it focuses on one customer segment at a time for more precise positioning; ③ it requires analysis of competitors and alternative solutions; ④ it is simple and easy to use; and ⑤ it produces ready-to-use marketing statements. Compared with the traditional Strategyzer Value Proposition Canvas, this template is better suited to rapid execution and clear communication.

What Information Is Needed to Design a Value Proposition?

Four types of information are required: ① a product description and feature list; ② the target customer segment and the problems it faces; ③ current competitors and alternative solutions; and ④ customer insights or market data. The more detailed the input, the more precise the generated value proposition will be. For a new product, you can begin with preliminary assumptions and research, then validate them through customer interviews.

How Can Startups Quickly Develop a Product Value Proposition?

Startups can use this skill to rapidly complete the value proposition design process from 0 to 1: first focus on one core customer segment, use the six-step template to map out its genuine problems and the pain points of existing solutions, then design a solution based on the product’s strengths, clarify differentiation from major competitors, and finally generate a concise value statement for investor pitches and early-stage marketing. The entire process can be completed within a few hours, followed by iterative improvements based on customer feedback.