A value proposition defines the customer segment you serve, the problem or unmet need you address, your offering and the category customers might place it in, and your main point of differentiation versus current alternatives. It is the high-level set of choices and assumptions the rest of a strategy hypothesis builds on.
Value propositions anchor the Target Markets & Unmet Need work in the BRI Strategy Framework: they name the segment, the need, the offering and category, and the differentiation that later requirements, competitive, and solution work all depend on. Defining several in parallel exposes the assumptions behind an idea before resources are committed. Growth Forge® Software puts this to work in the Value Propositions tool, with AI Discovery Assistants that help draft and compare propositions. For the complete framework, see the Strategy Framework page at /supporting/strategy-framework. Related Terminology Index entries: Target Markets; Unmet Needs; Competing Alternatives; Whole Product.
