A New Approach to Value Propositions: Leading with Design and Quality

The Traditional Focus on Value Propositions

Numerous brands and companies invest significant time and effort in creating a necessary value proposition. It’s a crucial element in encouraging customers to take action. Yet, many marketers and product creators, myself included, spend extensive time crafting value propositions. Despite this, customers often hesitate to take action, especially when landing on a brand’s page or they see the product in person and it lacks aesthetic appeal.

The Impact of Design and Quality on Customer Decisions

The situation worsens when encountering an enticing product ad with a compelling value proposition, only to be disappointed by the product’s design and quality in a store, leading to a decision to pass on the purchase.

Shifting the Focus: Leading with Design and Quality

What if we attempted to lead with design and quality first, followed by crafting the “final” value proposition? Certainly, understanding and addressing a problem should follow product development, which in turn leads to defining the value proposition. But what if we emphasized keeping customers engaged through design and product quality, supported by the value proposition, where the latter is, in turn, enhanced by design and quality?

Why Design and Quality Should Take Center Stage

Given that humans tend to “eat with their eyes first,” being drawn to visually appealing things before grasping their core, why not prioritize design and quality, making the value proposition the bonus or an additional wow factor?

Testing the Theory: A Win-Win Scenario

I believe that if we, as product creators and marketers, lead with design and product quality, complemented by a strong value proposition, it’s a win-win scenario.

What do you think?