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The Geoffrey Moore value-prop template forces clarity on six things: target customer, their need, your category, your benefit, the alternative, and your differentiation.
This tool generates three options — each targeting a slightly different angle (cost, speed, outcome) — so you can compare which framing resonates most with your team and customers.
Most pitch decks die on slide 2 because the value prop is vague. The Moore template forces you to commit to a specific customer, a specific need, and a specific differentiation.
Once locked in, your value prop becomes the source of truth for hero copy, sales decks, ad headlines, and investor pitches.
'Other software' is too vague. Name the actual competitor or workflow ('Excel + email').
The right one usually surprises you slightly. The most-obvious framing is rarely the most effective.
Read it aloud to a target customer. Watch their face. If they nod or push back, you have signal. If they say 'cool', revise.