WTF is a Value Proposition
A Mindful Business Reset for Female Founders Who’ve Been Stuck in the “It’s Complicated” Trap
Hey there, Erin here!
This month, we’re going all the way back to BOLD: Value Proposition, Target Audience, Segmentation, and Beachhead. It's foundational, not fluffy. This week’s focus? Let’s break down what a value proposition actually is (and why you’ve probably been overcomplicating it).
Even if what you sell isn’t unique… you are. Your company is. Your story is. Remember that.
Someone once asked me what made YESyoga different from every other studio in town. My answer?
“We’re just better.”
Yikes. I meant it, but let’s be honest… that’s not a value prop. That’s a vibe.
Heated classes at 90 degrees
Functional movement focus
On-site babysitting
Experienced teachers (3+ years minimum)
Actual full savasana, not three seconds of silence
Are these selling points? Yes.
Are they your value proposition? No.
The Sticky Note That Changed My Business (and Yours Too)
One of the most important things I learned while getting my Master’s in Entrepreneurship?
Define what the hell you’re actually selling and who it’s for.
You don’t need a complicated funnel or overpriced consultant to figure it out.
You need one sticky note and these three questions:
WHO is your ideal customer?
WHAT are you actually selling?
RESULT - what transformation or outcome are they getting?
Sounds simple? It is. That’s the point. What’s insanely interesting about this is that many of us (me included) make it so f*cking complicated, but it’s not.
I’ve listened to tons of company pitches, and I’ve pitched my own company.
It all goes back to the shiny object syndrome, where many of us as founders are focused on the wrong thing. We’re rebranding, remodeling, rebuilding, rehiring, or constantly reworking our webpage because nothing is actually working…
I’ve been there, I’ve done it. The answer to your problem is all the way back to the beginning, and the only thing you need is that one sticky note.
No, I’m not kidding. You don’t need a Master’s program, you don’t need a business consultant, you don’t need an elaborate business pitch, and you don’t need an all-new CEO. You need to understand your business and know the answers to those three questions. Then, you can build all the fancy funnels, marketing campaigns, extensive pricing strategies, and more.
Founders: Stop Hiding Behind the Word “Complicated”
Recently, I joined a new board for a non-profit organization. I’m super excited about their potential, I love what they stand for, and I am very interested in what they do.
When I asked the director to describe what they do, she opened with:
“Well... it’s complicated.”
RED FLAG. RED FLAGS EVERYWHERE. ALERT. ALERT.
If you are trying to sell someone something, no matter what it is, the LAST THING you should ever tell anyone is that “it’s complicated.” Total clarity killer.
This goes for founders pitching investors too. I've heard incredible ideas fall flat because the pitch was muddled. On the flip side, I once listened to a medtech startup clearly explain how they reduce brain surgery costs and risks by stopping intraoperative bleeds, even though I know nothing about neurosurgery.
Their pitch was CLEAR. While I couldn’t tell you the nuances of the technology, I can tell you that it significantly reduces the costs to patients, hospitals, and insurance companies, because it decreases the likelihood of a secondary bleed in the brain post op. And, you’re more likely to have major complications, including death, if they do a second surgery. YIKES. There is literally a moment during the surgery you have to just like pack the brain, this stops the bleed instantly and let’s the surgeon get back to work without the chaos and confusion of when the bleed will stop.
The magic? They nailed the WHO, WHAT, and RESULT.
WTF is a Value Proposition
Your Value Proposition is the promise of value your product or service delivers.
It's not a bullet list of features.
It’s not a list of benefits.
It’s not your brand’s vibe.
It’s the result your customer gets — and why they care.
Here’s what it’s NOT:
“We synergize scalable solutions through a cloud-based interface…”
(aka business jargon vomit)
“Built on YES leverages integrative mindset frameworks for multidimensional productivity paradigms…”
(Thanks, ChadGPT. Ew.)
Cringe.
Babe, if your value proposition sounds like this, it’s time to burn it down and start over!
Here is the Built on YES actual value proposition:
Built on YES delivers weekly insights, tools, and updates about creating more mindfulness for Female Founders, Entrepreneurs, and Women in Business.
Mic drop.
Ready to Build Yours? Let’s GO:
STEP 1: BACK TO BASICS
Ask and answer:
WHO = This is your ideal audience.
Think: Be specific, not broad. Instead of “people” say “female founders navigating burnout” or “ADHD entrepreneurs with too many tabs open.”
WHAT = The problem you solve.
This should be tangible. What’s the struggle they’re facing? Don’t hide behind pretty language—say the real pain point.
RESULTS = The transformation or outcome
STEP 2: PLUG INTO A SENTENCE
Try these templates:
[BUSINESS NAME] helps [WHO] do/solve [WHAT] so they can [RESULT].
OR
[BUSINESS NAME] does/solves [WHAT] for [WHO] so they can [RESULT].
Here are some real-life examples:
Apple delivers a premium, user-friendly experience through innovative and well-designed products that integrate seamlessly within a cohesive ecosystem.
Slack saves time by tearing down communication and systems silos.
Airbnb gives travelers authentic local experiences while helping hosts benefit from extra income.
STEP 3: MINDFUL MIRROR TEST
Once you’ve written your draft, hold it up to these reflection questions:
Is this true? Or is it what I think sounds good?
Am I solving a real problem—or describing a vibe?
Could my ideal client read this and say, “Holy sh*t, that’s me”?
Am I overcomplicating to sound legit? Or am I saying what I actually do?
Cut any fluff. Keep the truth. If it’s not true, you won’t use it.
STEP 4: VALIDATE WITH THE VALUE PROP CANVAS
Draw a line down a piece of paper:
Left: Your Offer
List out your key products/services.
Note features (what it does) vs. benefits (why it matters).
Right: Your Audience
What are they struggling with?
What are they trying to achieve?
What objections or fears do they have?
Draw arrows between what you offer and what they need. If nothing connects? Rethink or refine.
STEP 5: SAY IT OUT LOUD
Test it:
Pitch it to a friend.
Say it to your dog.
Record a voice memo.
If you fumble, revise. If it clicks? You’re done.
FINAL STEP: MAKE IT A MANTRA
Tape it to your laptop. Use it to:
Build offers
Price your services
Write marketing copy
Decide what’s worth your time
A good value prop becomes more than copy… it becomes direction.
Reality Inventory: THE VALUE OF WHY
The big reason you’re reading this whole blog to begin with is: Mindfulness
We’re adding one additional step to the above: [PURPOSE]
It’s your why behind what you offer. This is your personal mission that fuels your business. It’s why you show up day in and day out. It humanizes your brand and helps you remember why you started.
Try this:
[BUSINESS NAME] helps [WHO] do/solve [WHAT] so they can [RESULT], because I believe [PURPOSE].
EXAMPLE:
Built on YES delivers weekly insights, tools, and updates about creating more mindfulness for Female Founders, Entrepreneurs, and Women in Business, because I believe women deserve success without sacrificing their mental health.
Mindful Reminder:
If your value prop doesn’t feel real, you won’t use it. Say what you actually do—for the people you actually want to help. That’s where confidence (and clarity) comes from.
Final Thoughts: Clarity Over Chaos
I used this formula often. It’s all about the evolution of the brand and my personal mission.
If you’re stuck in shiny object syndrome, overwhelmed with rebrands, or burnt out from “fixing” things that aren’t working, go back to the basics.
WHO, WHAT, RESULT.
Say it in one sentence. Own it.
Then go play with your fonts or hire a fancy web designer.
Because when you know your value prop, the rest becomes execution.
Remember, you are courageous, capable, and strong!