Framing value as a problem solved

A value proposition is powerful when it connects a product directly to the real problem it solves for users. It is not a slogan or a list of features but a statement of relevance that shows why the product matters.

Strong propositions describe users’ challenges, outline the improvement offered, and highlight how the product differs from alternatives. Stripe illustrates this well with its statement, “Financial infrastructure to grow your revenue.” This goes beyond payment processing and positions Stripe as a system for enabling business growth, embedding financial services, and supporting new revenue models. Such phrasing highlights both the problem (complex financial systems) and the solution — an infrastructure that makes revenue expansion easier.

To create such clarity, many experts recommend following a simple formula: “Our product helps [target audience] solve [problem] by providing [solution/benefit], unlike [main alternatives].” This format ensures that the statement answers what the product does, who it serves, and why it is unique. If an outsider can restate the benefit in their own words after reading it once, the proposition is strong enough to guide development.^[1]