We design the promise your business makes, and we sign it.
From your assets to the briefs your teams execute, with every deliverable signed by Tactical.
Value by Design.
01 / Value by Design
A Value Proposition is the promise your brand makes to its customers. Nobody wants to break a promise, so it deserves the same care as the product it describes.
Our philosophy is Value by Design: value is designed on purpose, long before it reaches the market. Hoang Huynh set it down in the Value by Design book collection, and its operating method is the Value to Market framework (V2M), the shortest path to value, run upstream before budgets are committed. Every project we take runs on it, in three phases. The frameworks and tools are explained in the books, on valueproposition.design.
We do one thing: Value Propositions, and the strategy that carries them to market. No business models, no naming, no branding, no UX. When the work is done your leadership signs the values, and we sign the strategy.
02 / The three phases
Design, Strategy, Engineering.
01 / 03
Designing a proposition the market can't ignore: values, premise, promise and proof, assembled in the formula.
Design is where the cheap but irreversible decisions are made. We put your assets on the table, extract the values your proposition has to express, choose who it is for, and who it is not, and assemble the Value Proposition Formula: core values, promise and proofs.
It takes days, and everything after it depends on it. The phase closes when your leadership signs the Value Statement.
02 / 03
Reading the market and choosing where to win, in the Strategy Playbook your teams follow for three years.
With the proposition designed, we read the market around it: the category you play in, the channels that carry the promise, the USP and the competitive moves that open the way. We decide how high the promise should reach and write the evolution roadmap with its triggers.
The result is the Strategy Playbook, signed by Tactical: the source of truth your teams follow for the next three years.
03 / 03
The strategy turned into specs for the people who execute, so the promise survives the trip to market.
A strategy that stays in a deck never reaches the customer. We turn it into specs for the teams who execute: channel briefs, proof specifications, the measurement plan and an internal onboarding kit, gathered in the Engineering Blueprint.
This is the longest phase and most of it is derived work. We stay alongside your teams while the promise reaches the market.
03 / The cadence
Perception has its own inertia.
The orders of magnitude we plan with.
Days
3
To set up, with an aligned team.
Weeks
12
To design the strategy and equip the people who carry it.
Months
6
For the market to show the effects.
04 / What you get
Three deliverables.
Design
The Value Statement
Your assets, the values you will express, the audiences you serve and the ones you refuse, and the formula that holds them together. Signed by your leadership.
Strategy
The Strategy Playbook
Category, channels, USP, competitive moves and the evolution roadmap. Your source of truth for three years.
Engineering
The Engineering Blueprint
Channel briefs, proof specifications, the measurement plan and an onboarding kit for the teams who execute.