We Connect Value Proposition Design to Marketing Copy

Our process starts with a business model canvas and a value proposition canvas—an facet of our methodology drawn from Strategyzer. Building on that work, we employ a messaging structure developed during our working relationship with Microsoft called a messaging house. This forms the jumping off point for product marketing documents, which in turn become customer facing copy.

More About Our Strategy Tools


Business Model Canvas

The Business Model Canvas is a visual chart with elements describing a firm's or product's value proposition, infrastructure, customers, and finances.

The Business Model Canvas was initially proposed by Alexander Osterwalder. based on his earlier work on business model ontology. Since the release of Osterwalder's work in 2008 this method has been employed by companies around the world, from fortune 50 to startups.

Value Proposition Canvas

Published in 2012 to address the customer/product relationship, the Value Proposition Canvas helps to confirm that teams are building products that people want.

It is divided into three categories—products and services, gain creators, and pain relievers. The goal is two better understand the jobs a customer is trying to get done, be they task based, emotional, or social.


Casey Milone gives a talk on the Connecting Strategyzer work to content marketing.