---

name: value-proposition description: "Craft a sharp value proposition that says who it's for, the outcome, and why you over the alternative. Use when asked to write a value prop, a value proposition, a one-liner, or to clarify 'what do we even say we do?'. Produces a primary value-prop statement, a plain-language one-liner, 3 benefit-led variations, and the before→after transformation it promises — ready to headline a landing page."

Value Proposition Skill

A value proposition is the single sentence that makes someone think "that's for me." Most are vague feature-soup ("the all-in-one platform for modern teams"). This skill writes one that names the audience, the outcome they actually want, and why you beat the alternative — the foundation every landing page, ad, and pitch is built on. (For the category/competitive frame, pair with product-positioning-doc; this writes the words.)

Required Inputs

Ask for these only if they aren't already provided:

• What it is — the product/service in one plain line.
• Who it's for — the specific audience (sharper segment = sharper value prop).
• The outcome — the result or transformation they get (not the features).
• The alternative — what they use today, and why you're better/different.
• Proof — any evidence (a metric, a mechanism) that backs the claim.

Output Format

Value Proposition: [product]

1. Primary statement — the canonical form:

For [audience] who [need/struggle], [product] is the [category] that [key outcome]. Unlike [alternative], it [differentiator].

2. One-liner — the plain-language version a customer would say to a friend (≤12 words, no jargon). This is the headline candidate.

3. Three variations — benefit-led alternates in different angles (outcome-led, pain-led, identity-led), so you can A/B them.

4. Before → After — the transformation in two columns (their world without you → with you). This is what the copy dramatizes.

Without [product]	With [product]
[the painful status quo]	[the better state]

5. What to avoid — the generic phrasings to cut (e.g. "all-in-one", "seamless", "next-generation") because they say nothing.

Quality Checks

• Names a specific audience — not "teams" or "businesses"
• Leads with the outcome/transformation, not features
• States the differentiator vs. a named alternative
• The one-liner is jargon-free and repeatable by a customer
• Claims are backed by (or flagged as needing) real proof

Anti-Patterns

• Do not list features — a value prop is the outcome, features are the proof later
• Do not write for everyone — "for modern teams" resonates with no one; pick the segment
• Do not use empty superlatives ("revolutionary", "seamless", "all-in-one") — they're noise
• Do not skip the alternative — value is relative; "better than what?" must be answered
• Do not make an unbacked claim the headline — if the proof isn't there, soften or earn it first

Based On

Value-proposition design (Osterwalder) + April Dunford positioning as the upstream frame.

Example Trigger Phrases

• "Write a value prop."
• "Write our value proposition."
• "Write a one-liner for the product."
• "What do we even say we do?"