Map the customer’s current pain to the desired after state to make value concrete. Practice turning…

Pressure-test whether your prices reflect how customers actually judge value. Learn research-backed…

Turn third‑party evidence into credibility that reduces perceived risk. Use the right proof at the…

Prove value with narratives that connect problems, proof, and outcomes. Practice structures and…

Go beyond bare viability by shipping a first release people actually want to champion. Learn how…

Benchmark against real alternatives, including doing nothing. Use win‑loss insight and comparable…

Turn interviews into decision‑grade learning by testing assumptions, not pitching ideas. Practice…

Use the Kano model to separate must‑be basics from performance attributes and delight factors. Learn…

Balance proof of functional performance with feelings that build preference. Craft messages that…

Move beyond who the customer is to what they are trying to achieve. Segment by unmet desired…