How Value by Design works
The process is built to feel like a guided conversation, not a test. Under the hood, it's doing serious research and analysis, but on your side, it feels simple.
Discovery Interview
You talk. The system listens.
We start with a structured, conversational interview. You'll describe:
- your business
- products or services
- customers and segments
- what you think makes you different
The system captures your words and turns them into structured insight, jobs, pains, gains, and value signals.
"It was interesting being involved in a process that was iterative. It provided us with insight into how we could think about our product messaging."
— Matt
Automated Research
Deep research, without you doing it.
While you're answering questions, the system runs targeted research using your inputs as a guide. It explores:
- competitors and alternatives
- customer language in reviews and public content
- category norms and patterns
"Unless you see the research, you don't realise how high the quality of the outputs are. It's done all that research and really distilled it down."
— Chris summarising, reflected with Matt's agreement
PVC / CVC Mapping
From raw input to a value map.
We use the data to build a structured picture of:
- your customer jobs (functional, social, emotional)
- their key pains and frustrations
- the outcomes and gains they're chasing
- how your product or service fits into that picture
"One of the most common challenges we see is lack of clarity about who businesses are, where they add value, and who they should be targeting. This reels that down, in a short space of time, with evidence behind it."
— Gavin
Prioritisation & Fit
Decide what matters most.
Next, you'll prioritise:
- the most important jobs
- the top pains
- the gains that really change behaviour
The system then builds simple, testable value statements ('ad-libs') that combine:
- the customer segment
- the job to be done
- the main pain you remove
- the main gain you deliver
"It basically takes the top pains, top gains, and the job and boils it down to three things you can go and test straight away."
— Chris to Gavin, in session
Output Pack
Clarity you can ship.
You receive:
- a segment-by-segment value proposition summary
- pains / gains and JTBD maps
- messaging and story angles to test
- notes on opportunities and gaps
- exportable documents for your team, advisors or agency
Optional add-on: a one-to-one review session to refine and turn the outputs into a concrete plan.