Your Value Proposition, designed and signed by Tactical.
We craft outstanding Value Proposition Strategies for
recklessadventurousdaringinnovativechangemaker brands and enterprises.
We only do one thing.
01 / Manifesto
A Value Proposition is the promise your business makes to its customers. It works like a contract, and the company pays on it every day, in every channel.
Since 2022 we have designed Value Propositions for brands and organizations that want to lead their market with new lines of business. All of them follow the one Value to Market framework, written down by our founder Hoang Huynh.
02 / The 6% rule
Sized to your project.
A healthy project should allocate 6% of its budget to the Value to Market strategy, spent upstream, before anything is built or launched.
Big or small, the 6% scales with your project: a Value Proposition takes from one day to six months. For a business built to last ten years or more, six months is the reasonable investment; a business with a horizon of a year and a half can get its answer in a day.
Discover what we do03 / Work with us
A Value Proposition with our name on it
We design your Value Proposition end to end and sign the strategy your teams will follow for the next three years.
Start a projectYour innovation team, fluent in the method
We teach the methodology on one of your real lines of business, so the next Value Proposition is designed in house.
Train your team04 / Across industries
Every business makes a promise.
BankingInsuranceFinanceLuxuryRetailFoodEntertainmentSportTourism
05 / Insights
GoPro built the action camera, then watched its crown become a standard
GoPro created and named a category, held about 75% of it, and fell to about 6% in three years. A Category King case on why the throne comes without tenure.
Abercrombie & Fitch: from a premise that insulted to a premise that welcomes
In the 2000s Abercrombie & Fitch made exclusion its selling point, and by 2014 it was in decline. Under Fran Horowitz it changed its audience, its product and its tone, and reached record sales in the 2020s. A case on premise, repelling and the difference between filtering and insulting.
Coca-Cola Zero goes red: a textbook case of Value Swapping
In July 2026 Coca-Cola dressed Zero in the flagship red, finishing a move that began in 2016. How a brand keeps its core value and changes the product that carries it.