06 · Value proposition
WHAT TO CHECK
State who is choosing, in which situation, against which alternative and for which expected outcome. Also state the cost, effort, risk or feature the target accepts giving up.
A pedagogical model can combine time saved, risk avoided, revenue added and change cost. Keep the unit, horizon and source of each term visible. A declared probability remains a scenario assumption, never a certain value.
Move from stated understanding to observed behaviour, conversion or comparable outcomes. Revise the proposition when preference does not convert into behaviour, switching cost exceeds estimated value or an alternative closes the gap.
VALIDATION DOSSIER
Use the question “Which priority outcome does the offer improve for a specific target versus its alternatives?” as a contract: name the owner, deadline, scope and alternatives before collecting more material. A value proposition links target, situation, result, alternative, difference, proof and the trade-off the target accepts. Record what is deliberately outside scope, who can challenge the framing and what consequence follows from postponement. This prevents an attractive framework, actor list or market story from silently replacing the decision that the analysis is meant to support.
VALIDATION DOSSIER
For every material statement, retain the original source, publication date, observation period, method, unit and relevant population. Distinguish observed facts, calculated estimates, interview judgements and assumptions. Connect the register to the promised output: A testable proposition and the evidence needed to make it credible. Missing or contradictory evidence remains visible with a responsible owner and a collection action; it is never converted into certainty merely to complete the page.
VALIDATION DOSSIER
Define the rules before applying the analysis: inclusion criteria, identifiers, comparison set, calculation or coding convention, treatment of missing values and version date. Reproduce the same convention across every option or actor. Use the page checks as acceptance tests, beginning with “Name a target and a concrete choice situation.” A conclusion is usable only when another practitioner can reconstruct how the inputs became the displayed result and identify where judgement entered.
VALIDATION DOSSIER
Challenge the preferred interpretation with at least one plausible alternative, contradictory observation and sensitivity test. Separate association from prediction and never infer intent, power or causality from a position, score or visual proximity alone. The standing limit remains: Persuasive wording without an alternative, proof or sacrifice remains a communications promise. State which uncertainty is most likely to reverse the conclusion and what additional observation would discriminate between the competing explanations.
VALIDATION DOSSIER
Turn the analysis into a dated decision record rather than a static page. Preserve the selected option, rejected alternatives, objections, accepted risks and first reversible action. Name the signal, numerical or qualitative threshold, review owner and review date that will confirm, adapt, pause or reopen the decision. Link every later update to its author and reason so that the history remains understandable when evidence or market conditions change.
LIMIT
