These 10 templates will make you rethink how you write value propositions

Your cheat sheet for ‘minimum viable marketing’ and messaging

Do not worry. You have always written before and you will write now. All you have to do is write one true sentence. Write the truest sentence that you know.”

1. Geoff Moore’s Value Positioning Statement

2. Venture Hacks’ High-Concept Pitch

3. Steve Blank’s XYZ

4. Vlaskovits & Cooper’s Customer-Problem-Solution

5. Dave McClure’s Elevator Ride

  • Short, simple, memorable; what, how, why.
  • 3 keywords or phrases
  • KISS (no expert jargon)
  • “Mint.com is the free, easy way to manage your money online.”

6. David Cowan’s Pitchcraft

  1. Highlight the enormity of the problem you are tackling.
  2. Tell the audience up front what your company sells.
  3. Distill the differentiation down to one, easy-to-comprehend sentence.
  4. Establish credibility by sharing the pedigree of the entrepreneurs, customers, or investors.

7. Eric Sink’s Value Positioning

8. Clay Christensen’s Jobs-to-be-done Statement

9. Simon Sinek’s Golden Circle

10. The Minto Pyramid aka SCQA

Bonus: The VAD approach

  • Quote extracted from Hemingway, E. (2014). Moveable Feast: The restored edition. Simon and Schuster.

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Research fellow @IservComputing. Assistant professor II @UniOslo. The #1 LinkedIn Group on Disruptive Innovation & JTBD https://www.linkedin.com/groups/1837479/

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Tor Grønsund

Research fellow @IservComputing. Assistant professor II @UniOslo. The #1 LinkedIn Group on Disruptive Innovation & JTBD https://www.linkedin.com/groups/1837479/