The "benefit ripple effect" of your product

We've talked elsewhere about a simple framework you can use for defining a company/product’s value proposition.

𝙑𝙖𝙡𝙪𝙚 𝙥𝙧𝙤𝙥 = 𝙘𝙖𝙥𝙖𝙗𝙞𝙡𝙞𝙩𝙞𝙚𝙨 + 𝙩𝙖𝙧𝙜𝙚𝙩 𝙖𝙪𝙙𝙞𝙚𝙣𝙘𝙚 + 𝙗𝙚𝙣𝙚𝙛𝙞𝙩𝙨.

Once you've done this, you can take it a step further.

Instead of stopping with just one “benefit” on our list, we can identify multiple “layers” or “degrees” of benefits that our product offers. (there are often more than you realize).

A fun way to identify multiple degrees of benefits is by playing the good old “so that…” game.

Here’s how you do it:
Take the first benefit on your list (remember, “benefit” = one way that you make your user's life different/better than it was before they met you).

Say it out loud.

Then, say “so that…” and simply continue the train of thought.

Sounds silly. But I’m 100% serious.

So for example, let’s say we were selling a budgeting app. Our train of thought might look something like this:

“Our capability = Our app shows you all of your spending in one place…”

“The benefits of our app = …So that you can stay more organized → So that you can make better spending decisions → So that you can save money → So that you can get out of debt → So that you can lower your stress levels → So that you can save your marriage…”

Great job! This is a healthy list that shows the “benefit ripple effect” of your app.

And why is any of this useful?

Because you'll need to draw on this list when creating your initial content and marketing assets.

See, not every benefit on your list is appropriate for every type of asset you'll create. You'll need to match them up strategically, which I talk more about here.