STEP 01 · Know your customer
Value propositions in their words
Written in the language your buyer already uses, so nothing has to be translated in the room.
Where this sits on the journey
See the full journeySTEP 01
Know your customer
3 products
STEP 02
Prepare the sales team
3 products
STEP 03
Open doors and build connection
3 products
STEP 04
Evaluate
2 products
What this is
One value proposition per persona, built from the phrases they used in the interviews, not from your product roadmap.
A value proposition fails when it is technically accurate and completely unfamiliar. The buyer hears a sentence written in your vocabulary and quietly translates it into theirs, losing most of it on the way. We take the exact language buyers used when they described their problem, and write the proposition back to them in it. Same product, same benefits, but the buyer recognises themselves in the first line rather than the fourth.
One story, linked end to end, and it holds only if every team says the same thing.
What you get.
01
A proposition per persona
Short, spoken, and tested against what that person said they cared about.
02
The message house
One consistent story with the supporting pillars underneath, so every team says the same thing.
03
Language guardrails
The words to use, the words to drop, and why, all taken from the buyer rather than from us.
How it runs
What changes
Marketing, sales and leadership describe the same company, in the buyer’s words rather than three versions of your own.
In practice: A $49M win in life sciences AILet's talk about the deal you are trying to win.
Bring us one live deal and we will look at it together. No pitch, no obligation.
Get in touchThe rest of the programme