A hand taking a dark blue box with an orange label from a shelf of light-coloured boxes

PropositionValue proposition

Why do customers choose you?

A value proposition is a promise you can prove. Without proof, it is just a claim. The Next Organization develops a proposition for each target group that matches what customers value. You then deliver on that promise in practice.

Sound familiar?

Your customers mainly choose on price
Your offering is about the product, not the customer
Each of your salespeople tells a different story
Your website promises something different from your sales conversations
Your new offering is not catching on as expected
Customers cannot see when your solution pays for itself

What is a value proposition?

A value proposition is not a list of product features. It translates what a target group needs into an offering that demonstrably meets that need. We work out every proposition in four parts.

The four parts of a proposition

1 Message

What it is: The core promise in one sentence, from the customer's point of view

Built on The job of the target group
2 Functional benefits

What it is: What the offering delivers in time, money, effort or risk

Built on Needs and pain points
3 Emotional benefits

What it is: How it makes the customer feel, such as confidence or recognition

Built on Motivations
4 Proof

What it is: Why the promise is credible

Built on Results, references and guarantees

Functional benefits rarely set you apart; the difference is often in the emotional layer. And value is only created when the customer uses the product, so we test every proposition against how it is used.

The proposition builds on the jobs from Target groups and forms the basis for your Brand and communication.

What you get

For each target group you get a core promise in one sentence. Every functional and emotional benefit can be traced back to a need, a pain point or a motivation. For each benefit you know which proof shows that you deliver on it. That way, sales, marketing and your website all make the same promise.

Frequently asked questions

What is a good example of a value proposition?

Take an installation company that promises: "We fix breakdowns at healthcare institutions within four hours". The functional benefit is speed, the emotional benefit is peace of mind. The proof is the measured response time over the past year.

What is the difference between a value proposition and a slogan?

The value proposition is the core promise to a target group, backed up by proof. A slogan expresses that promise in a short, catchy way. The proposition comes first; the slogan follows from it.

How do you write a value proposition?

Start with the job, the needs and the pain points of one target group. Choose the benefits that matter most to that group, and write them in the customer's language. Then check whether you can already deliver on each benefit today.

Can you have more than one proposition?

Yes, if you have different target groups or different kinds of offering. Give each proposition its own promise and its own approach in sales and service. Otherwise they confuse each other in the customer's mind.