Most value propositions are generic because they were written by committee with no framework. Claude can help draft and test multiple variants quickly using established frameworks — but the strategic call about what differentiates your business has to come from you. Here is the workflow.
Most value propositions read like they could apply to any company in the category. "Helping [customer] achieve [outcome] through [generic-sounding feature]." That is a category descriptor, not a value proposition.
A real value proposition is sharp enough that competitors cannot truthfully use the same words. AI helps you generate and test variants quickly — but it cannot tell you what is actually different about your business.
1. JTBD (Jobs to Be Done). "[Persona] hires [our product] to [outcome] so they can [higher-order goal]." Forces clarity on the actual job.
2. PAS (Problem-Agitate-Solve). Lead with the problem, sharpen the pain, then introduce the solution. Useful for outbound and ad copy.
3. The "Only" framework. "[Company] is the only [category] that [unique attribute] for [specific persona]." Forces you to find a defensible differentiator.
4. Statement-of-position. A longer paragraph: who you serve, what problem you solve, how you are different. Useful for the homepage hero.
I am drafting a value proposition for [COMPANY]. We sell [PRODUCT/SERVICE] to [PRIMARY PERSONA]. The primary problem we solve: [PROBLEM] How we solve it (in 1-2 sentences): [APPROACH] The 2-3 things that genuinely differentiate us from competitors: [LIST] Things our competitors all say (avoid these): [LIST] Generate 5 value proposition variants using the [JTBD / PAS / Only / Position] framework. Each variant must: - Be specific enough that a competitor could not truthfully use the same words - Avoid generic phrases like "trusted partner", "industry-leading", "transform your business" - Lead with what the customer gets, not what we sell - Be testable in market After the 5 variants, recommend which is strongest and why.
Specificity test. Could a competitor say the same words? If yes, sharpen.
Proof test. Could you prove the claim if challenged? If not, soften.
Language test. Does it sound like a real person talking? If not, rewrite.
Length test. Can you say it in one breath? If not, cut.