Value Creation Offer Framework
The source frames value creation as making people care about a product through media and packaging it as an offer.
Value Formula
Value is a measure of:
- how much people care;
- multiplied by the magnitude of the problem solved.
Money is a unit of value. Power is the degree to which one can change behavior. Persuasion is treated as the ethical form of power when it inspires people to see how the creation improves their life.
Required Pieces
- People: a group who can benefit from the value.
- Product: packaged value that helps them.
- Media: writing, speaking, video, images, or other distribution that attracts attention.
- Offer: the translation layer that makes the value exchange clear.
Media earns attention; product earns money. Both require respect for the other person's time and perception.
Five Offer Questions
1. Who Can You Help The Most?
The best starting audience is people like one's past self: similar personality, shared goals, shared anti-vision, and similar problems. Personality heavily shapes perception of value.
2. What Problem Are You Solving?
The problem comes first in persuasion, storytelling, sales, self-improvement, and progress. If the person is not aware of a problem, they have no reason to change.
Problem awareness levels:
- unaware;
- problem aware;
- solution aware;
- product aware;
- most aware.
Communication must match the audience's awareness level.
3. Where Do They Want To Be?
The desired outcome supplies direction and desire. Specific transformations persuade better than vague abstractions.
4. When Will They Get Results?
Clarity plus honesty makes action easier. A timeframe forces the product/content to become more direct and gives the reader a structure for behavior change.
5. Why Should They Care?
The offer must stack reasons. Break the big problem into pain points, show the cost of leaving it unsolved, and balance that with benefits of the desired outcome.
Process As Product
A process is a creative system that builds knowledge, skill, and awareness to bridge problem and solution. It can come from reflecting on personal experience or experimenting until a solution exists. The process can become the product, even when the surface product is a planner, course, book, software, or physical item.