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I Believe Them Because: A Difference In Value Proposition Frameworks


Both heroes understand the emotional benefit of being able to fly.

Earlier this week, ProductCamp Boston held a Value Proposition workshop featuring Neil Baron of Baron Strategic Partners.

Neil’s lecture provided many insights into customer perception, product experience, and customer analysis. And he shook up my go-to value proposition framework.

Emotional Benefits

I’m most familiar with the kind of value proposition framework put forward by Harry Yang:

  • For [user persona],
  • [product brand name], a product of [frame of reference],
  • provides [solution] for [user problem] by [distinct advantage].

However Neil’s presentation focused on a different kind of value proposition, relying more on the emotional benefits of using your particular product.

His approach was more like this:

  • If I [use/purchase X]…
  • Instead of [doing whatever I have been doing]…
  • [the following good things will happen]
  • I believe them because [endorsements, testimonials]

The Power Of Belief

I found the difference pretty striking.

And not just in a semantic way.

Consider these two different examples, following the two different frameworks…

Example 1

  • For parents of autistic children who wander,
  • SafetyNet, a product of LoJack,
  • provides a personal tracking system that works directly with the police to find and rescue missing people.

Gets the point across. Sounds like a good product.

Now look at this same product through Neil’s framework…

Example 2

  • If I purchase SafetyNet…
  • Instead of investing in locks and sleeping with one eye open to monitor my autistic child…
  • I’ll be able to get a good night’s sleep or enjoy a night on the town while knowing my child is safe.
  • I believe in SafetyNet because our sheriff endorsed the product, my child’s school recommended the product, and a local boy was saved because of this product.

Which value prop do you think will feel more compelling to the target customer?

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