A1New-business lead with a P&L target
The Exposed Builder
- Job
- Get the new line approved and funded.
- Pain
- A fixed board date and a draft that is not defensible yet.
- Gain
- A signed, board-grade proposition.
00 / Value Statement · Tactical Industries
We craft outstanding value propositions for adventurous brands.
Tactical Industries, the home of the Signed Value Proposition.
01 / Value ladder
One proposition, five heights.
The Promise Ladder measures how deep a promise hooks. Here is our own proposition, written at every rung, with where it stands today.
01 / Empty · Refused
“Innovative consulting for your business.”
Swap test: any firm could sign it. We refuse to write this.
02 / Solution · Today
“We design the value proposition of your new line of business in twelve weeks.”
Clear, functional, and still living in a comparison table.
03 / Value · Next
“Your value proposition, signed by its author, who answers for it after launch.”
Unique to us. Reached when the first review verdicts are published.
04 / Cultural Resonance · Earned later
“For adventurous brands: the leaders who launch with their name on it.”
Sponsors use the signature to say who they are. Belonging, earned on top of Value.
05 / Higher Call · Horizon
“A market where every promise is designed, signed and kept.”
The mission we work toward. Climbed only with every rung below in place.
02 / Core values
Bold. Groundbreaking. Impactful.
Three primary values. Where they overlap, the secondary values appear: the ones we prove with facts.
Primary values
01Bold
Opinionated language, delivered with steadiness and confidence.
The author signs and publishes the misses.
02Groundbreaking
New ways of working, starting with a category we created ourselves.
The method, the books, the attribute matrix.
03Impactful
Work that moves the business, measured by each client’s own definition of impact.
Review verdicts and the Register of Signatures.
Secondary values
Authored
Bold and Groundbreaking: our own method, under our own name.
Answerable
Bold and Impactful: we sign, and we answer for the result after launch.
Transferable
Groundbreaking and Impactful: new ways of working your team can repeat without us.
Signed
All three at once: a proposition with an author, a method and a verdict.
What we refuse to be
TheatricalAnonymous
03 / The formula
One proposition, delivered on every channel.
The bracket multiplies: one factor at zero zeroes everything. The first row is the primary proposition; below it, the secondary promises each audience receives on its own channel.
VP = [ Channels × Core Values × Promise ] + USP
AudienceChannelsCore ValuesPromise
PrimarySponsors of new lines of businessFounder-led Sponsor Tables and the signed bookBoldYour new line, with a value proposition signed by its author.
Heads of innovationThe monthly column Firmata? and the Signature CheckGroundbreakingRead your draft against the matrix before the board does.
CFOs and economic buyersReview verdicts and the RFP kitImpactfulA fixed price within the 6%, reviews at our cost, a remedy if the design fails.
Innovation teamsTraining through partners and in-house programmesTransferableLearn the method on your own line of business.
Strategy firmsPartner charter and joint programmesAnswerableA signed upstream input you can cite in your business case.
Students and future leadersBusiness-school lectures and the booksAuthoredThe method behind the propositions you use every day.
USP
The only value proposition signed by its author.
The USP adds; it is no longer the condition of success.
04 / Leverage, bridge, moat
Strength, alliances, time.
The lever gives strength, the bridge gives alliances, the moat gives time. Each covers the others’ weakness.
What do we own that governs our game?
- We do one thing: value propositions, end to end
- No service design, no UX, no branding
- The author’s signature on every proposition
- Sector depth in banking, payments, credit and insurance
With whom are we complementary and opposite?
- Strategy firms: Value Partners, Arthur D. Little, PwC
- Training partners: Avanscoperta, Talent Garden
- Business schools: Bologna Business School, IED, Bocconi B4i, Brera
- We sign the upstream input of their programmes
What could a rival with ten times our capital still not copy?
- Fifteen years of propositions in market, from payments to consumer brands
- An authored method, published in the Value by Design books
- The Register of Signatures: a history nobody can backfill
- A network of professionals who worked the method
05 / The category
The Signed Value Proposition.
Frame, name, claim: the three moves that make a category.
01 · Frame
When drafts cost nothing, the scarce good is the author who answers for the proposition.
02 · Name
Signed Value Proposition.
In Italian: Value Proposition Firmata.
03 · Claim
The attributes buyers should use to judge a proposition, published as a matrix.
Attribute matrix, by archetype
| A named author signs | Answers after launch | Fixed price within the 6% | Published method | Leaves the team able | |
|---|---|---|---|---|---|
| In-house team with GenAI | Absent | Absent | Absent | Absent | Partial |
| Canvas software | Absent | Absent | Absent | Present | Partial |
| Innovation consultancy | Partial | Absent | Absent | Partial | Partial |
| Brand agency | Partial | Absent | Absent | Partial | Absent |
| Signed Value Proposition | Present | Present | Present | Present | Present |
Absent Partial Present
- Ocean
- A new ocean, opened inside a red neighbour.
- Posture
- Steeple with Stance: the author’s authority, and the refusal of unsigned work.
- Method
- Value by Design is the philosophy; Value to Market is the method.
Tactical Industries, the home of the Signed Value Proposition.
06 / The signature
What a signature commits us to.
The Signature Pact turns a name on a page into a commitment with a date. Full terms are published in January 2027.
Delivery
Signed Value Statement
The author signs the proposition with its evidence and three to five falsifiers: the assumptions that could prove it wrong.
Launch + 90 days
First review
At our cost, on the client’s data.
Launch + 6 to 12 months
Second review
At our cost. The verdict is recorded.
After the verdict
Author’s Remedy
If the design proves wrong while execution held, we redesign at our cost or refund part of the fee.
- Holds
- Falsifiers inside their thresholds.
- Adjust
- One missed, fixable inside the design.
- Reopen
- The design itself needs to change.
07 / Why we exist
From who we are to where we go.
Vision
A Europe where no new line of business launches with an unsigned promise.
Mission
Design, sign and stand behind the value propositions of new lines of business, and train the teams who carry them.
Purpose
Every business makes promises. We exist so that they are designed, never improvised.
Who we are
A peculiar bunch with a passion for Value Propositions.
08 / Who it is for
Built for the people who take a new line to the board.
For
B1Head of innovation
The Pressured Champion
- Job
- Show impact before the next budget cycle.
- Pain
- Activity metrics and the theatre label.
- Gain
- A visible win and a method the team owns.
C1C-level or business-unit head
The Capability Owner
- Job
- Make the organisation able to repeat it.
- Pain
- Training that never met a real case.
- Gain
- Learning by doing, on a live line.
Not for
The Theatre Seeker
A workshop for visibility, with no mandate and no budget owner.
The Signature Borrower
A decision already taken, looking for a signature as cover.
09 / Assets
What we own, by how hard it is to copy.
Values are extracted from assets. The Defensibility Ladder sorts them by how hard they are to own, replicate, imitate or substitute.
01 · Unique
Hard to copy on every axis.
- The founder’s authorship
- The Value by Design books
- The V2M method and its vocabulary
- valueproposition.design
- Sector depth in financial services
02 · Replicable
Ours, and reachable with time and money.
- The deliverable system
- Teaching seats
- Strategy partners
- The client portfolio
- The 6% rule, until the benchmark lands
03 · Imitable
Useful, and anyone can have one.
- Offices in Bologna and Milan
- Our channels
- Training partners
- The alumni network
10 / Movement
Three strikes, in order.
- 01
Autumn 2026 to January 2027
Condition
Make the category and the proof real.
- One name everywhere
- The Signature Pact published
- Our own strategy, signed
- 02
February to June 2027
Prove
Sign, review, show.
- First signatures under the Pact
- First review verdicts shared
- The 6% benchmark from our own files
- 03
From July 2027
Mobilize
Make the category public.
- Spring and autumn masterclasses
- The Firmata? column, one year on
- The first reading of the Register of Signatures
11 / Long-term rhyming
Growth read as a score.
Each dot is a launch, placed on the line of what it primarily is. Our movement repeats: a service, then an experience, then a transformation, then a product. Each repetition marks a beat.
- Value Proposition Factory (Service): The studio opens as a service: value propositions designed for new lines of business.
- Masterclasses (Experience): The method becomes an experience, run twice a year with partners.
- Innovation team training (Transformation): Teams learn the method on their own lines: a transformation.
- Insights (Commodity): Free readings on how brands build value. A grace note on the commodity line.
- Value by Design books (Product): The method in print: the product that closes the first beat.
- Signed Value Proposition (Service): The service again, now signed and answered for. The movement rhymes.
- Firmata? (Commodity): The monthly column: free, and a path to the Signature Check.
- Sponsor Tables (Experience): Closed-door tables where sponsors judge propositions before they fund them.
- Co-author school (Transformation): Masterclasses that teach teams to write a proposition that can be signed.
- Register of Signatures (Product): Verdicts, misses included, published as a Register: the product of the second beat.
- Signed beyond Italy (Service): The signature crosses the border, with a second author.
- Register readings (Experience): The Register read in more than one city.
- Certified co-authors (Transformation): Practitioners trained and certified to sign with us.
Dots read the order of launches; positions on the time axis are indicative.