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The value-proposition decision object
Name buyer, job, alternative, difference, and evidence before any dashboard or checklist is useful.
| Field | What it must name | Failure if empty |
|---|---|---|
| Buyer | The decision unit that can choose | Teams write for "the market" and no one owns the claim |
| Job or problem | The work or pain the buyer is trying to resolve | Features replace outcomes and proof stays vague |
| Next-best alternative | The concrete substitute if the offer is absent | Buyers file the offer against a cheaper or more familiar set |
| Differentiated change | The change the buyer gets versus that alternative | Positioning language is treated as delivered proof |
| Evidence | A reviewable record of the difference | Dashboards and anecdotes stand in for proof |
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Reference & Evidence
Source: Author's operating framework. Scholarly CVP definition from Payne, Frow, and Eggert (2017); multi-actor boundary from Adner (2017).
Related exhibits
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The revenue-management control record
From the essay Revenue management versus dynamic pricing
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The transfer-price object test
From the essay Transfer price and market price are different objects
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The capability chain behind a value price
From the essay Value-based pricing is a capability before it is a number