Value Proposition · The offer · Component
The value map
Which part of the offer addresses which pain or gain — the link that turns two lists into a proposition.
The deliverable
What it is
The value map is where the work of the previous module is either used or wasted. Two well-made lists that are never connected produce a brochure rather than a proposition.
Most links, examined honestly, turn out to be partial. Recording strength rather than presence is what keeps the map informative.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The link
A specific connection between one offer element and one pain or gain.
3 attributes: Offer element · Pain or gain · Relieves or creates
LearnThe strength
How completely the element addresses the need, honestly assessed.
3 attributes: Strength · Improvement · Confidence
LearnThe evidence check
Whether there is evidence for the link, and of what kind.
3 attributes: Source · Verification status · Last verified
Learn
Record link strength, not just link presence. Partial relief described as complete is where disappointment starts.
The other components in the offer
The offer inventory
Everything the organisation actually provides — products, services, support, terms — listed before anything is claimed about it.
LearnThe unmatched list
The pains and gains nothing in the offer addresses, and the offer elements that address nothing — both kept visible.
Learn