Building persuasive value propositions

A value proposition explains the core benefit of an initiative in one simple message. Its goal is to help stakeholders understand why the idea matters and how it supports the outcomes they care about. This message becomes more persuasive when the benefit is concrete and easy to connect to decision-making.

Creating a strong value proposition starts with identifying the theme that drives the initiative. Different groups focus on different priorities. Some look at cost and efficiency, others at customer impact or team performance. When the theme reflects these priorities, the message feels more relevant and easier to support.

A clear example of a value proposition shaped this way is:

“Streamlining the onboarding process reduces operational costs and helps new employees deliver value faster.”

This message is short, specific, and speaks to both efficiency and performance without being vague.^[1]