Define a unique value

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This is where you need to define your unique selling proposition (USP). Your unique value should answer the question, "Why should customers choose us over the competition?"

**General statements like “we offer the best service” don’t cut it. Specify what really makes you stand out.

Is it a unique feature, exceptional customer service, or a specific way of solving a problem?

For example, let’s say you’re a project management software company. Your unique value might be chief vice president marketing officer email list the seamless integration of your platform with dozens of other tools, creating a single source of truth for teams.

Instead of saying, “We integrate with other tools,” you could say, “Seamlessly connect your favorite apps to create a unified project execution experience.”

When defining your unique value, document each aspect in ClickUp Docs .

ClickUp Docs Value Proposition Example

Roadmaps, wikis, or knowledge bases, format documents for any need in ClickUp Docs

This feature enables teams to collaborate and develop ideas, ensuring their value definition process is transparent and accessible across all departments.

Its key features include:

Real-time editing: Multiple users can update content simultaneously
Version history: Ensures transparency across departments
Integration options: Integrate relevant data or media (charts, research) directly into the value documentation
Task Linking: Directly connect ideas to actionable tasks
Personalization and accessibility: Easily organize ideas, keep documentation centralized, and ensure everyone is aligned on the process
**Also read 10 Free Product Marketing Plan Templates to Plan Campaigns

3. Analyze the competition
Next, take a close look at your competitors.

What do they offer? Where do they fall short?

Understanding your competitors' strengths and weaknesses will help you refine your value proposition canvas by highlighting what makes your company's product or service superior.

ClickUp offers several value proposition templates to help you with this process.

For example, use the ClickUp Gap Analysis Template to identify where competitors are falling short and how you can fill that gap. Built on ClickUp Whiteboards, it features multiple sections or columns designed to pinpoint gaps, set goals, and formulate an action plan.

Similarly, the ClickUp Competitive Analysis Template is a value proposition template that allows you to track what others in your industry are doing and how you can differentiate your product or service.