Can you share the final outputs from your storytelling efforts? (how many value props, how do they look like)

The outputs from a great story or narrative can take many forms, including a pitch deck (probably the most classic form), a keynote, customer story or use case, even web pages! My recommendation is not to fixate on the number or even the style of value propositions, but rather the resonance of the story or statement for your target audience. For example:

• If you're launching a new or category defining product to the market, help your audience by defining clear and specific use cases for when and why this product is valuable to them. I took this approach when launching a data product to an audience that doesn't typically buy data. We made it clear why the product was valuable and contextualized use cases within our target buyers' existing workflows.

• If you're building a story for a product or company in a particularly crowded space, you'll want to spend time really defining what makes you different. Here, I wouldn't spend so much time on the value props -- because they risk sounding generic -- but rather spend time on why people choose your product over the many other options. Do you have the best customer support? Are you the best choice for a specific persona? Or maybe you have a strong brand reputation? While you should still showcase what's great about your product, your story and outputs need to emphasize what makes you truly unique.

• Of course, the classic approach to value propositions is a good one, but wherever possible quantify or qualify the value. Do you save people time -- how much time and on what? What type of results will your product create for customers? Do you have an awesome customer story? If so, how can you package it and help other customers understand how to replicate those results?

I know that in some cases you only have a few lines to tell your story, but understanding your anchor points will help you craft more authentic and resonate messaging that gets people excited about your product.

This template was passed around Meta and Reality Labs often to distill the top points to anchor positioning. To get to this simplicity for each target audience is essential. I call it the "Angle" in my 5A Framework for GTM. I love this because it's also like a fun mad libs exercise, and if you can make it this simple, you have the start of positioning options.

Angle/Positioning

[X] is (Internal Positioning)

Because unlike  (Competitive Set)

[x] provides (value prop)

So that you feel (Emotional Benefit)

Because we have/do/enable (Proof Points in Priority Order)

If you can, the next stage is to take these Angles/Positioning and turn it into multiple messaging options that can go through user testing. Generally there should be a key angle/positioning for the product across a target audience. The messages can be diverse, but the positioning should be a constant.

I shared a template that I’ve used in past roles that I think is helpful here. It really starts from the top, and goes down from there. Simply put, what’s your overall vision, how does this product support that vision, why should your customers/the market care about this product now? From there you refine the core messages and reasons to believe to map back up to how they will help advance that goal and help achieve the vision. I think the rule of 3 is the only principle of product marketing that needs to be remembered. If you forget everything else, just remember 3 is the right number for whatever you’re doing. So 3 value props, mapped downwards to specific evidence and features, and mapped back up to your vision and product aspiration, and you should be fine.

Sure. The final outputs of storytelling efforts typically distill down into a core set of value propositions that are clear, concise, and targeted. These value props serve as the foundation for all messaging and communication across various channels.

Usually a well-structured storytelling effort can produce the following:

Number of Value Propositions:

• Generally, 3-5 key value propositions are ideal. This ensures focus while covering the core benefits that matter most to your audience. Each value prop should address a different aspect of customer needs, from high-level business outcomes to specific pain points.

  Some examples can be as follows ...

Example Structure of Value Propositions:

1. Outcome-Oriented Proposition:

   • Example: "Close deals 30% faster with our AI-powered pipeline management."

   • Why it works: It focuses on a tangible result (faster deals) and gives a reason (AI-powered).

2. Efficiency Proposition:

   • Example: "Automate manual tasks and free up 20 hours a week for your team."

   • Why it works: Clear time savings make it easy for customers to understand the immediate value.

3. Cost-Saving Proposition:

   • Example: "Cut operational costs by 15% with a single, integrated platform."

   • Why it works: Directly addresses the bottom line with a quantifiable savings figure.

4. Customer Experience Proposition:

   • Example: "Deliver personalized customer journeys that drive 25% higher engagement."

   • Why it works: Focuses on improving the customer’s customer, which resonates with brands seeking to enhance their own service.

5. Innovation Proposition:

   • Example: "Future-proof your business with cutting-edge AI that scales as you grow."

   • Why it works: Taps into forward-looking needs, focusing on longevity and adaptability.

How They Look:

• Visually: Each value prop is often delivered as a headline with a short explanation, ideally supported by product imagery, an icon, or some kind of data point(s).

• In Copy: These are woven into every layer of communication—whether on the website, in pitch decks, customer emails, or ad copy. The language is crisp, actionable, and free from jargon.

Each proposition also includes substantiation, whether that’s customer stories, statistics, or product demos that back up the claims. This ensures consistency across channels, making it easy for anyone—sales reps, marketers, or executives—to reinforce the same story.