High-impact value proposition

Three tests, and most propositions fail at least one. It speaks to a problem the customer actually has, rather than a problem your product happens to solve. It is specific enough to be hard to copy, because specificity is the enemy of commoditisation and a claim that could sit in a competitor’s brochure is not a claim. And it carries proof, so that for the person on the customer side who has to sign, the safe choice and the best choice become the same choice.

The third test is the one sales teams underweight. Buyers are not mostly afraid of choosing wrong. They are afraid of being seen to have chosen wrong, which is FOMU, and proof is the only thing that answers it. In the method the proposition is built inside-out on the Offer Wheel and then tested against these three before it goes anywhere near a customer.