The most-skipped session in any GTM program, and the one everything downstream depends on. Value proposition, unique selling points, positioning statement, one-liner, pitch - built in that order on screen, in real time, for a real product, including the cuts. You'll see what "done" looks like at every layer, which is most of the battle. Follow along on your own product if you want; nobody is asked to present.
WHAT WE COVER
\- Who exactly is this for?\. Narrow it until it's uncomfortable\. "Developers" isn't an answer\. "Solo founders shipping their first paid API" is\.
\- What are they doing today instead?\. The real alternative is usually a spreadsheet\, a manual process\, or nothing at all \- not a competitor\.
\- Value proposition\, not a feature list\. The difference between what it does and what they get\. We take a real feature list and translate it into outcomes in the customer's language\, live\. Most builder copy dies here \- it describes the machinery to people who only care about the result\.
\- Unique selling points versus table stakes\. Half of what founders call a differentiator is something every competitor also has\. We separate the two: what is genuinely only true of you\, what is merely true\, and what is table stakes you still have to say out loud because customers check for it\.
\- What's your sharp edge?\. Of the USPs that survive\, the one the alternative can't copy this quarter\. That's what the positioning gets built on \- not the longest list\, the most defensible item\.
\- Proof for each claim\. Every selling point needs something behind it: a number\, a screenshot\, a customer sentence\, a benchmark\. Claims without proof are the fastest way to lose a room\, and receipts are 30% of the October score\.
\- Compress it to the one\-liner\. For \[who\] who \[problem\]\, \[product\] is a \[category\] that \[outcome\]\. Unlike \[alternative\]\, it \[edge\]\. Then the swap test and the stranger test\, applied live to a real one until it breaks\.