Characteristics of strong and weak value propositions

The gap between strong and weak value propositions becomes very clear when comparing statements on the same topic. Weak ones often use generic or exaggerated wording that could fit almost any product. Imagine a task-management tool promoted with a phrase like “The world’s most advanced digital experience.” While it sounds impressive, it fails to explain what the tool does or why anyone should use it.

By contrast, Trello communicates its usefulness by focusing on practical benefits such as capturing tasks, organizing them, and enabling teamwork from anywhere. This makes the value immediately relevant and easy to understand.

Strong propositions are short, specific, and customer-centered, while weak ones hide behind buzzwords or inflated claims.

A strong value proposition also needs to highlight what makes the product different from direct competitors. Slack’s simple “Be less busy” conveys productivity gains and reduced workplace noise, positioning it apart from generic messaging apps.

To test whether a value proposition works, gather a small group of people who are not familiar with the product. Share the statement with them and ask what they think the product does, who it is for, and what outcome it delivers. If their answers match your intent, the proposition is clear. If not, it needs refining.