Value proposition

The concrete benefit a specific customer gets, and why it is better than their alternative.

Example

'Cut rota-building from three hours to ten minutes, without changing your payroll system.'

A value proposition names the alternative. Without that comparison it is just a description of your product.

Positioning — The place your product occupies in a customer's mind relative to the alternatives they are already considering.
Messaging — The specific words you use to express your positioning to a specific audience.
ICP (Ideal Customer Profile) — A precise description of the customer who gets the most value from your product and is easiest to reach, sell and keep.

Buyer versus user in B2B — The person who uses it is often not the person who pays. Building only for the user gets you loved and unpaid. (10 min)
Jobs To Be Done — People do not buy products, they hire them to make progress in a situation. The frame that stops you building features nobody asked for. (10 min)
The pitch deck — Ten to twelve slides whose only job is to get the next meeting. Not to close the round. (12 min)
Positioning and messaging — Positioning is the place you occupy against the alternatives. Messaging is the words. Most startups get the second one wrong because they skipped the first. (12 min)