Value Proposition? Stuck on it. I have a solution! Read This.

After I wrote Product Market Strategy, I began to do research and some thinking for my books.  I found what I think is the holy grail to help figure out what a product must “do” in order to be successful.  Starting there enables one to clearly define and describe the “value proposition.”

Everybody tends to have an “idea” and then they try, with only about a 60% success rate, to find out if the market has any interest.  Others rely on “market research” by asking people what they “want.” (You can check out why that does not work by reading the blog on that subject at

I got inspired by Tony Ulrich’s Outcome Based Innovation and his concept of “jobs”.  But I don’t think that goes gradually enough.  For example, a job might be “I have to go downtown”.  That does not explain enough.  How am I going to go?  By car, train, bus, Uber?  When I get there, where do I park?  How do I find where I need to go?  What about traffic?  And so on and on.

I also thought about Tom Kelly’s IDEO innovation and Apple’s first designs around “Keep it Simple”, which by the way I brought to market some of those designs when I was at Apple.

The result is a new course on Udemy called “Do”, Innovation, Product Design and Value Proposition”.

Do this first and the resulting value proposition(s) immediately flow into your successful product market strategy.


About the Author:

Go to, to schedule a time to talk. David Fradin has trained thousands of managers throughout the world in the successful management of products. With over 47 years of experience across major companies, 75+ products and services and 11 startups, he infuses his workshops with insights gained as an expert product leader, product manager and product marketing manager at companies like Apple and HP. He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills, Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs. He recently authored “Building Insanely Great Products: Some Products Fail, Many Succeed…This is their Story” Lessons from 47 years of experience including Hewlett-Packard, Apple, 75 products, and 11 startups later. Go to: Coming soon will be "Organizing and Managing Insanely Great Products" and "Marketing Insanely Great Products." His workshops cover the founding values, vision, product lifecycle and management employed by Apple at its start and which it subscribes to today. You can learn more about his workshops at Soon to be released by Wiley and Sons, in the Early of 2017, is a seven volume set of university level textbooks entitled: "Foundations in the Management of Successful Products" covering keys to product success, product market strategy, marketing, soft skills, user experience, user interface, product engineering, and product support. What students will learn in the workshops, online courses and books are cover what has made Apple the most valuable company in the world today.

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