If You Can’t Say Why It Matters, Neither Can Your Customers

Your product needs a crisp answer to: “Why should I care?”
A strong value proposition explains who the product is for, what problem it solves, and why it’s better or different. Each product in your lineup should have its own distinct and validated value prop—especially if your startup offers more than one feature set or solution.

Why it's Important

Forces clarity on the customer pain your product addresses
Helps your team align on what you're really selling (benefits, not features)
Increases conversion by resonating with your target segment’s needs
Differentiates you from look-alike competitors in the same space
Guides messaging, positioning, onboarding, and pricing

How to Implement

Choose one product or product line at a time—don’t try to generalize
Identify the core customer segment and use case this product serves
Write out the pain point or job-to-be-done the product addresses
Define the outcome the customer gets (time saved, revenue gained, pain avoided)
Use a simple structure like:
“For [segment], [product] helps [solve problem] by [how it works], so they can [benefit].”
Add proof points—quantitative or qualitative data that validate your claim
Run it past actual users to check for clarity, accuracy, and resonance
Integrate into marketing assets, product onboarding, and sales enablement

How You Know You Got It Right

Prospects can explain the value back to you in their own words
You’re hearing “this is exactly what I need” on calls or in feedback
Messaging is consistently used across marketing, sales, and product
The value prop helps qualify or disqualify leads effectively
Conversion rates improve when the value prop is front and center
Customers describe your product using similar words to your own
Sales cycles shorten because people “get it” faster

Real-World Examples

Grammarly

"Helps you write clearly and confidently” is a product designed for individuals, not enterprises, with a clear benefit

Webflow

“Build better websites, faster, without code” is a direct appeal to designers and marketing teams without engineering help

Gusto

“Payroll, benefits, and HR for small businesses” clearly defines who it’s for and what pain it solves

Make It Better

Keep it focused on one primary benefit (avoid feature dumping)
Use the customer’s language, not internal buzzwords
Create versions by segment if needed, but keep a core thread
A/B test different headlines in ads and landing pages
Include visual proof when possible (demos, social proof, screenshots)

Don't Make These Mistakes

Writing from your perspective, not the customer’s
Leading with features instead of outcomes
Making it too vague or generic to stand out
Overloading with jargon or layered messages
Failing to test with real users for clarity and accuracy