Frequently asked questions
Build a clear, differentiating value proposition

What's the difference between profit and advantage?

An advantage is what your product enables (functionality), a benefit is what the customer concretely gains by using it (time, security, gain, image...). One speaks of the solution, the other of the impact.

Can my promise change depending on the target audience?

Absolutely. The content may remain the same, but the wording must be adapted to each target's language level, priorities and objections. That's why tools like the empathy map (Tool 2 ) or the test...