The best way to show you’re better doesn’t come from solving new problems but old problems.

A compelling UVP is built on either

• delivering a significantly better outcome than existing alternatives
• solving problems with the existing alternatives

You don’t need to find innovative problems but rather build innovative solutions to old problems.

Describe problems with respect to your customer’s existing alternatives:

• Don't focus on problems you can solve with your solution
• Focus on problems your customers encounter when using existing alternatives

Anchoring your unique value proposition, pricing, and solution against these problems is the secret to crafting an effective UVP that grabs attention and causes a switch — because it’s specific, familiar, and compelling.

This subtle change in perspective is often the difference between inventing fake problems to justify your solution, and uncovering real problems worth solving.

Narrow down on problems using the 5 Whys

A lot of problems are initially described at too high a level but specificity is what gets attention.

5 Whys is a question-asking method used to explore the cause/effect relationships underlying a particular problem or undesirable effect.