Rocket Watcher by April Dunford

Buzzwords are a shortcut to explaining the real value of a product. No wonder we like to use them. Unfortunately there are no shortcuts to building great value propositions.

An elevator rant is similar to an elevator pitch but it’s how the customer would briefly describe her problem. Constructing an elevator rant is a good precursor to developing a value proposition. This post describes what the elevator rant is and proposes a structure for building one.

ShareEveryone has their own favorite way of creating a value proposition.  As I have mentioned before I like the one defined in Crossing the Chasm.  The format looks like this:
For: (bulls-eye customer)
Who: (key purchase motivation insight)
Our product is a: (customer language)
That: (key benefit)
Unlike: (key competitors)
Ours: (key differentiators)
At a price: (less than, equal to, or higher [...]