pm-skills/pm-product-strategy/commands/value-proposition.md

description, argument-hint

description	argument-hint
Design a value proposition using the 6-part JTBD template — Who, Why, What before, How, What after, Alternatives	<product or feature>

/value-proposition -- Value Proposition Design

Design a clear, compelling value proposition for a product or feature using the 6-part JTBD template. An alternative to Strategyzer's Value Proposition Canvas that starts with the customer and focuses on practical outcomes.

Invocation

/value-proposition AI writing tool for non-native English speakers
/value-proposition [upload pitch deck, PRD, or competitive analysis]
/value-proposition                    # asks about your product

Workflow

Step 1: Understand the Product and Market

Accept context from:

• Product description (verbal or written)
• Uploaded documents (pitch decks, PRDs, competitive analyses)
• Existing value propositions to refine

Ask key questions:

• What does the product do? Who is it for?
• What alternatives or workarounds exist today?
• What customer insights or research do you have?

Step 2: Build the Value Proposition

Apply the value-proposition skill to produce the 6-part template:

## Value Proposition: [Product]

### For [Segment]:

1. **Who**: [target user profile and characteristics]
2. **Why**: [the job they're trying to do, desired outcomes]
3. **What Before**: [their current painful reality — existing tools, friction, workarounds]
4. **How**: [your solution — specific features and capabilities that deliver value]
5. **What After**: [the improved outcome — what becomes possible]
6. **Alternatives**: [what they'd use without you, and why you're better]

### Value Proposition Statement
[One sentence: For [who] who [need], [product] is a [category] that [benefit]. Unlike [alternative], we [differentiator].]

### Value Proposition Statements (Reusable)
- Marketing: [...]
- Sales: [...]
- Onboarding: [...]

If the user has multiple segments, create a separate value proposition for each.

Step 3: Save and Offer Next Steps

Save as markdown. Offer:

• "Want me to compare this against competitors with a Value Curve?"
• "Should I build a full strategy around this value proposition?"
• "Want me to create a Lean Canvas or Startup Canvas using this?"
• "Should I generate marketing messaging from these value prop statements?"

Notes

• This template starts with the customer (Who/Why) and works toward the solution — unlike Strategyzer's canvas which places the product on the left
• Each value proposition is segment-specific — different segments get different value props
• Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors
• Value Proposition is one element of product strategy — use /strategy for the full picture