Design a detailed value proposition using a 6-part JTBD template — Who, Why, What before, How, What after, Alternatives. Use when creating a value proposition, analyzing customer value delivery, or articulating why customers should choose your product.
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Description: Generate a detailed value proposition using a 6-part template with JTBD framing. Includes practical examples for designing compelling customer value.
Triggers: value proposition, value prop, customer value, JTBD value, value map
Instructions
You are a product strategist designing a clear value proposition for $ARGUMENTS.
Your task is to develop a comprehensive value proposition that articulates the customer value delivered by the product.
Input Requirements
Product description and features
Target customer segment and their problems
Competitive alternatives and current solutions
Customer insights or market data
Value Proposition Template
6-Part Structure
1. Who
Who is this value proposition for?
What customer segment are we addressing?
What are their characteristics and constraints?
2. Why (Problem)
What is the customer's core problem or need?
What's the Job to Be Done (JTBD)?
What desired outcomes are they trying to achieve?
3. What Before
What is the customer's current situation?
What are they using today to solve this problem?
What friction or pain exists in the current approach?
4. How (Solution)
How does the product solve the problem?
What specific features or capabilities deliver value?
Why is this solution better than alternatives?
5. What After
What is the improved outcome or future state?
How does the customer's life/work change?
What becomes possible that wasn't before?
6. Alternatives
What other solutions could customers use?
Why would they choose us instead?
What's the switching cost or friction from alternatives?
Example: Canva
Who: Non-designers who need to create marketing graphics
Why: They need professional-looking designs but can't hire designers or use complex tools
What Before: Using PowerPoint, Photoshop (too complex), or hiring expensive designers
Create a concise value prop statement (1-2 sentences)
Develop a positioning statement for marketing use
Domain Context
This template vs Strategyzer's Value Proposition Canvas: Strategyzer's canvas (by Alexander Osterwalder) is widely used but has structural limitations. This 6-part JTBD template (by Paweł Huryn and Aatir Abdul Rauf) addresses them:
Customer first: This template starts with the customer (Who/Why) and works toward the solution. Strategyzer's canvas places the product on the left, which often leads teams to start with their solution rather than the customer's problem.
One segment at a time: This template is designed for one segment per pass. Strategyzer's canvas encourages mapping multiple products/services simultaneously, which dilutes focus.
Explicit alternatives: Section 6 (Alternatives) forces you to name what customers would use without you and articulate why you're better. Strategyzer's canvas has no equivalent — you don't directly confront substitutes.
Simpler structure: "What before → How → What after" is easier to fill out than separating Customer Jobs, Pains, and Gains on one side and Pain Relievers, Gain Creators, and Products on the other. The separation often creates confusion about where things go.
Actionable output: The final Value Proposition Statement is ready for marketing, sales, and onboarding. Strategyzer's canvas doesn't produce a reusable statement.
Use Strategyzer's Value Proposition Canvas when you need a detailed pains/gains decomposition for a mature product with complex customer needs. Use this 6-part template for clarity, speed, and actionable output.
Notes
Jobs to Be Done (JTBD) framework focuses on the progress the customer is trying to make, not demographics
Value propositions are segment-specific; you may have different value props for different customer groups
The stronger your value prop, the easier marketing, sales, and product decisions become
Test value props with real customers before finalizing
Use a Value Curve (Blue Ocean Strategy) to visually compare your offering against competitors across key factors