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Value drivers and Use Cases

A product or service is valuable when it helps the buyers get their ‘Job to be Done’ done: it transforms their situation for the better.
Value propositions

Uses Cases reflect the Jobs customers need to get done, while Value drivers are factors that get the job done and thereby increase the perceived worth of the product in the eyes of the buyer.

Value is subjective and driven by the specific needs and desires of each target segment. 

We create value propositions for each Persona to reflect the distinct Jobs they are trying to get done and where the value of the product might sit within that process.

The ultimate goal of a value proposition is to make it unequivocally clear why a customer should choose your offering over alternatives.

It’s amazing how often businesses fail to inform buyers of the use cases they are best at solving. “We’re great” shouts the marketing copy. “For what purpose?” asks the prospective buyer.

For example, we know that when B2B businesses receive new investment, set new growth targets, or hire a new CEO or CMO, a review of marketing and sales strategy ensues. When a CEO worries that new buyers can’t understand the value the product delivers or wants to maximise their marketing investment, they seek objective help in messaging, positioning and go to market strategy. The use case Elysian Fields is best at solving is to help managers confidently scale marketing investment, armed with the right marketing strategy and valuable buyer insights. 

Our target CEO’s Job to be done could be described in the following Job Story:

When I set our growth targets this year

I want to feel confident we will hit them

So that I can grow the business and impress the Board

Here’s some Use Cases and resulting Value we can post rationalise for Slack

Using this template, the Value column can be immediately deployed as a headline using ‘Now you can…’. 

Eg. 

“Now you can feel confident everyone in your team is up to date”

“Now you can stay in the flow while managing tasks with Trello x Slack” 

Our Unfair Advantage Webinar 3 delves deep into what Value is and how to create Value Propositions – it’s available here!

Get in touch and we’ll take you through use cases how they apply to you

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