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Craft value proposition

Skill alexe-ev/product-plugins/gtm/skills/craft-value-proposition

Skill library for AI agents — 15 product domains, 121 skills. Tells the agent what to ask, how to reason, and what to output.

Install
npx -y skills add alexe-ev/product-plugins --skill craft-value-proposition

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Craft a clear, specific value proposition for a product or feature that communicates the benefit to the target user. Use this skill when messaging lacks a sharp value proposition or when a new feature needs one before launch.

SKILL.md

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Craft Value Proposition

Purpose

Help teams articulate a clear, specific value proposition — the concrete benefit delivered to a specific user in a specific situation — that can anchor messaging, onboarding, and sales conversations.

Skill type

Conceptual skill

Use this skill when

  • A product or feature lacks a clear value proposition
  • Messaging describes features but not user outcomes
  • Sales or CS struggles to explain why users should care
  • A value proposition needs to be updated after a product change

Do not use this skill when

  • The goal is positioning (internal strategic choice — use define-strategic-positioning)
  • The goal is full messaging and copy development (use develop-positioning-messaging)

Required inputs

  • Product or feature being described
  • Target user segment
  • Core job or problem the product addresses

Optional inputs

  • User research findings
  • Win/loss data
  • Customer testimonials or reviews
  • Competitive alternatives

Upstream context

Works best when:

  • Target segment is defined
  • JTBD is understood
  • Positioning exists

Downstream handoff

Output can feed:

  • develop-positioning-messaging (value proposition → full messaging framework)
  • enable-sales-cs (value proposition goes into sales brief)
  • plan-product-launch (value proposition anchors launch messaging)

Instructions

  1. Identify the target user and their primary job or problem.
  2. Identify the outcome the product delivers (not features — outcomes).
  3. Identify why this product delivers the outcome better than alternatives.
  4. Draft a value proposition statement: "[Product] helps [user] [achieve outcome] by [mechanism], unlike [alternative]."
  5. Test specificity: would this statement fit any product in the category? If yes, it's too generic.
  6. Validate against user language from research (use their words, not internal jargon).

Output

Provide:

  • Value proposition statement
  • Target user
  • Core job or problem addressed
  • Outcome delivered
  • Differentiation from alternatives
  • Specificity test result
  • Alternative formulations (2–3 variants)
  • Language to avoid (internal jargon that users don't use)

Risks / caveats

  • "Saves time and money" is not a value proposition — quantify or specify
  • Value propositions must be validated with users — internal confidence is not enough
  • Don't confuse features with value: features are what it does; value is what users get

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