Overview

A strong value proposition exists at the intersection of three essential elements: what your audience needs, what you do exceptionally well, and what already exists in your field. When these elements work together, your message becomes both distinct and compelling.

What Your Audience Needs and Cares About

Your value proposition begins with the people you serve. Their priorities, challenges, and aspirations define what resonates and what falls flat.

This element of your UVP speaks directly to:

• What matters most to them right now

• What they are trying to achieve or overcome

• What they value in a solution

Position your work in terms they recognize and care about.

What You Deliver Exceptionally Well

Every organization has strengths that define its approach. These strengths shape how you solve problems, how your audience experiences your work, and what sets you apart operationally.

Consider:

• What you consistently provide at a high level

• Where your expertise is strongest

• What makes your approach effective or distinctive

Your UVP should anchor in what you're already good at, not what you hope to become.

What Others in Your Field Do Well

Understanding the broader landscape helps you position your work with intention. Recognizing where strength already exists in your field reveals where genuine gaps exist and where your distinct contribution becomes visible.

Ask yourself:

• What approaches are already saturated or well-covered?

• Where do competitors excel, and what do they emphasize?

• What needs are being met effectively by others?

This awareness shows you where you belong.

What Comes Next

This foundation prepares you to articulate your UVP with precision in the next lesson. You'll learn how to translate these insights into language that resonates with funders, partners, and the people you serve.