I can't describe what makes my business different

A value proposition is not a tagline. It's not a slogan. It's a clear statement that tells someone: here's what you get, and here's why you should get it from us.

The specificity test

Most value propositions fail because they're too general. "We help businesses grow" applies to 10 million companies. "We help B2B recruiters cut time-to-hire from 45 days to 18" applies to one.

The specific version is less universally appealing. That's the point. It appeals deeply to the right person, and the right person is the one who pays.

The three components

1. Who, precisely. Not "businesses." Not "teams." A specific role, stage, or situation. "Series A founders hiring their first marketer."

2. What outcome, concretely. Not "improve efficiency." "Cut your hiring process from 6 weeks to 2."

3. Why you, specifically. What makes your approach different? "Using a pre-vetted talent pool of marketers who've already worked at startups."

A recruiting platform that sharpened its value proposition

Before: "We connect companies with top talent through our innovative matching platform, enabling organizations to build high-performing teams efficiently."

After: "We help Series A startups hire their first marketer in two weeks, from a pool of candidates who've already done the job at a startup."

The first version could be any recruiting platform. The second version is for one specific buyer (Series A founders), one specific hire (first marketer), with one specific advantage (candidates with startup experience).

Where it goes

Your value proposition isn't just a website headline. It's the opening line of every cold email, the first slide of every pitch deck, the bio on every social profile. It's the sentence you repeat until people can say it back to you.

How to write yours

Write 10 versions. Each time, make it more specific. Cut adjectives. Replace vague outcomes with measurable ones. Name the person. Name the result. Name what's different.

The version that feels uncomfortably narrow is usually the right one.

servo guides you through this narrowing process and hands you a finished value proposition you can use everywhere.