Because what they need isn’t always what they say they need.

When Great Ideas Fall Flat

You’re building something you believe in—something rooted in passion, purpose, and a clear sense of what you think your customers will love. But what if your vision misses the mark not because it’s wrong, but because it’s not anchored in what your audience fundamentally needs?

Crafting your value proposition isn’t just about highlighting what makes your product or service different. Think about it as distilling the why behind a customer’s decision to choose you at all.

Let’s break it down—without the jargon, without the fluff—and learn how to build something that actually matters.

Why Customers Really Choose Anything

Although there are exceptions, customers generally don’t choose a product because it’s the flashiest or newest. They choose it because it solves a core problem they’re actively feeling—often in ways they can’t even articulate yet. Your job is to get to the root of that need, even if they haven’t articulated it.

That’s why your value proposition isn’t about describing what you offer. It’s about communicating the real reason your solution matters, ie. what it helps them achieve, avoid, or become.

👉 Think of your value proposition as the intersection of three truths:

• The core problem your customer has
• The core benefit your solution delivers
• Why your solution works better than alternatives

When you clarify this, your message stops sounding like a pitch, and starts feeling like insight.

The Domino’s Wake-Up Call

Take Domino’s Pizza as an example.

For years, Domino’s built its brand on one promise: Delivery in 30 minutes or less. Speed was their value proposition, and it worked—but only for a while.

Customers were getting their pizzas quickly, yes….. but they weren’t enjoying them. Reviews slammed the taste, the crust, the sauce—everything but the timing. Eventually, Domino’s leadership faced the harsh reality: Their value proposition was off-target. They were solving the wrong problem.

In a bold move, they publicly admitted their product wasn’t good enough. Then they got to work. They reinvented the recipe, invested in flavor and quality, and shifted their messaging. The new promise? Pizza that people actually want to eat.

And it worked. Sales surged. Customers returned. Domino’s became a turnaround story not because they got faster—but because they started solving the problem that needed a fix.

What This Means for You

If you’re like many new entrepreneurs, you might feel tempted to mimic what others are doing—especially if it looks successful. But when your offer is built on assumptions or comparisons, you risk sounding like everyone else. Worse, you risk building something that feels irrelevant to your audience.

Here’s what to do instead:

🔍 Step 1: Deconstruct the Real Problem

Ask yourself: What’s keeping my ideal customer up at night? Not just what they say they want, but what they actually struggle with.

Example: A customer might say they want “more Instagram followers,” but their real need is a clear brand story that attracts the right audience.

🎯 Step 2: Clarify the True Benefit

What is your product or service really helping people do? Be specific. Go deeper than surface-level features.

Example: “We provide training modules” becomes “We help first-time entrepreneurs build confidence and clarity, so they can launch with purpose.”

⚙️ Step 3: Define Why It Works Better

This isn’t about being “the best.” It’s about showing why your method, approach, or philosophy is more aligned with your audience’s needs than alternatives.

Example: “Our training blends personal growth with business strategy—because your mindset is just as critical as your business model.”

The Truth About Value

Your value proposition isn’t just a list of things that make you different—it’s the deeper reason someone decides to work with you in the first place, and why they keep coming back.

When you build from this foundation, you stop selling an idea and start offering a solution that resonates. And that’s when things change.

If you’re struggling to define your own value proposition—or wondering if it’s hitting the mark—we’re here to help.

📥 Download our free Value Proposition Clarity Worksheet
→ [Download]


Start discovering what your audience really needs, and how only you can deliver it.

You don’t have to guess. You just have to build what matters.