How does altering the messaging to address the Status Quo affect the value proposition?

Altering the messaging to address the Status Quo can significantly affect the value proposition. It can lead to a more specific and precise value proposition as it is stress tested and driven to be more exact. This could result in a value proposition that is more detailed in ROI calculations or requires extreme positive outcomes from buying or investing in your solution. The alteration can also force out some of the ambiguity from the value proposition, making your pitch to prospects much more specific and sharp.

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3. Your go-to-market strategy will never be the same – when your messaging to address the Status Quo is altered, you will need a new strategy to overcome your prospective competition. Your value proposition will be stress tested and driven to be more specific and may end up being more exact "F/U/D" (fear/uncertainty/doubt), more detailed in ROI calculations or requiring extreme positive outcomes from buying/investing in your solution. "Whatever it is," Smerklo says, "some of the greyness will be forced out of the value proposition and it will make your pitch to prospects much more specific and sharp."

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Competitive Landscape Analysis (Part 2)

Evaluate your position in the market and familiarize how you compare against competitors to do more of the right things. Use this Competitive Landscap...

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