What is the relationship between messaging and the unique value proposition of a feature? Which encompasses the other?

This is a really interesting question.

The way to think about this is somewhat as part of building blocks.

The company's positioning is at the foundation. The value positioning is often core to this. Then often different features are proof points of this value positioning for the product or company.

The messaging for the company, product and feature should build upon this foundation.

The value proposition of a feature is part of a messaging framework. I would go so far as to say that clearly articulating the value prop is potentially the most important part of feature messaging. This is the "why" that end users need to care about to adopt the feature. If users don't understand why a feature is adding value, they're unlikely to use it.

I love this question! Early in my career, I thought messaging and a feature’s value proposition were the same—just different ways of explaining why our solution was valuable. But I quickly learned that while the UVP defines what makes a product or feature unique, messaging is how you bring it to life.

I remember launching a new analytics feature with a UVP centered on ‘real-time insights for faster decision-making.’ It sounded compelling, but the messaging wasn’t resonating. Customers weren’t just looking for speed—they were worried about costly mistakes that could hurt their business. So, we reframed it: ‘Spot issues before they cost your business money.’ Same UVP, but now it spoke directly to what mattered most. That’s when I realized—messaging isn’t just about stating the UVP; it’s about translating it into something that addresses customers' pains and needs, making it impossible to ignore.

Now, whenever I work on messaging, I always ask: ‘Does this make the UVP feel real and speak to the customer?’ It’s a small shift, but it makes all the difference.