Whether you are sending that cold email or you are writing a blog post or you're pitching a VC or you're talking to a prospective customer or grandma really wants to know what it is that you're doing with your life. At the heart of all of those pieces of communication is one thing from your go to market strategy. It is your value proposition. Your value proposition is a simple one liner sentence that succinctly describes exactly what your company does for its ideal customers. But here's the big question. What makes for a good value proposition? And more importantly, how do you know if it's actually differentiated? In this episode, I'm going to walk you through the three steps I follow over and over and over. For every founder that I coach, for every company that I've started to actually develop a differentiated value proposition. And when you follow these three steps, you will be able to figure out, is my value proposition any good? You'll be able to know exactly how I build them. And at the end of it, you will be able to apply it to your business and accelerate your path to that next stage of growth. Intro. What's everybody? Welcome to Unstoppable. I'm T.K. And on this channel, our SaaS founders like you, grow your businesses faster with an unstoppable strategy. Now, can you just channel. Welcome. I draw up an episode every single Sunday with actual strategies and tactics from the trenches on how to grow your SaaS business faster. So if you're new, be sure to hit that subscribe button and that bell icon. That way you'll get notified. Every single time I drop an episode with the TC Energy. Now, if you're part of this community, if you're already part of my SaaS, go to market coaching programs, my people. Welcome back. It's really awesome. See, over here. Over the past five years, I've coached over 500 founders They're all B2B SaaS founders and I'm in the trenches with them to build out and execute on their go to market strategy. This year, I'm continuing to coach founders. Every week I run a coaching call with CEOs and founders of SaaS companies, or I coach them on their go to market strategy. Here's a picture of it now. This year we also took it up a notch. I went across different cities where we have founders that I work with to get into rooms with them and actually work deeper in terms of their go to market strategy. This is from the one we had in Dallas. People flew in from all over the world. This is the one from London and this is the one from San Francisco. They are incredible. Now, here's the thing. Every single time I was in these rooms with founders, we were starting to dig into a lot of different parts of their business. But one thing we kept going back to, and it was their value proposition. It was a simple thing, and it's the linchpin that really drives acceleration. Everything that you're doing in your go to market strategy. So in this episode, I'm going to walk you through the three steps that I follow whenever I'm coaching founders, when working on businesses on my own to actually build out a differentiated go to market strategy. when you watch Tilde step number three, you will actually have a value proposition and then I'll teach you how to actually stress test it to know if it's actually differentiated or not. And if you're really curious what these workshops are like, we collected some amazing testimonials at the end of this. If you watch all the way to the end, all the way, all the way we'll show you some clips of people and what they talked about when they were at these workshops. so if you're excited to get to principle number one, step number one guy and smash out like button for the YouTube algorithm. Let's dig right into it. Step number one principle number one that you absolutely need to know when you're building out your value proposition is to know that you need to know the difference between the thing and the thing about the thing. Let me explain. This is a common phrase that goes through your customers minds. I use the thing. The thing is your software so that I can get blank. And that's the thing about the thing. That's the ultimate result. A lot of times when we're building our companies, when we're building our products, sometimes, you know, we're engineers and we built these amazing products. They're our babies. We forget that not everyone is this love with the software as we are. Everyone doesn't wake up in the morning, believe it or not, thinking, I need to go buy some more software. What they care about is actually the ultimate result. If you have customers that are paying you and not churning, if you're stealing your company, if you're starting to get the initial reviews, you guys are where you are at the end of the day. There's a reason people are using your software. It's not because your software is amazing and I'm sure it is More important than that is the fact that they're getting a certain result from it. I call this the ultimate result, I also refer to it as the thing about the thing. The software is the thing. The ultimate result is the thing about the thing. And what you have to first really understand is what is the ultimate result. My software is really delivering for all these customers that I have, are all these customers that I hope to have. A lot of times when people are crafting their value propositions, they forget that people actually just care about the result, not their software. It's a quick, crazy, cringe worthy value propositions like our revolutionary AI software product finds a way to actually help you drive growth for your business. And it's like, okay, there's something there, but I really don't know what any of that means. And it's so generic. I don't even know what the result is like. Obvious. Everyone wants to drive growth but is a differentiator. And so right now you're probably already think like, Oh my God, I've got to change my website. And it's literally what it says on my home page. But don't worry, I have a framework that you can follow to actually develop your value proposition. But the first thing you really need to understand and ask yourself is, okay, what is the ultimate result that my customers actually want and desire and that we can actually deliver on in a differentiated way? That's the bar. That's what you need to rise above the noise that exists in software today. Once you understand the difference between the thing and the thing about the thing, and you know what the ultimate result you're delivering is, then come step number two and this is super simple. What you want to do is take an index card. I order these off of Amazon. They're really awesome. I don't have any affiliate links for this, so I just go on Amazon and get yourself an index card or take a piece of paper and a pen and follow this sentence structure. My company blank. That's where you put in the name of your company creates software. Most of you watching this video likely create SaaS software, B2B SaaS software, but there's some people that may have different businesses and that's cool too. You can still use this, but most most of my subscribers, I think we're at like 68,000 subscribers right now. Most of us are B2B software people, but this still applies to other businesses. Now my company blank creates software or whatever it is that you guys do and whatever your product is or services for ICP, this is the specific name for your ideal customers. So for example, my last company Tout App, we created software for salespeople. Super simple. My current company, Unstoppable, we create coaching programs for SaaS founders, super simple. And so for my company, Unstoppable, Create software or creates coaching programs for SaaS founder. So super easy, And then it says that helps them blank. And that's the result. And that's it. That's your value prop. I know this sounds simple, but simple is hard. There are nuances to this and I recognize that. How do I know this? It's because I spent countless hours working with founders really nail this simple sentence structure. What is the ICP? Who is your ideal customer profile? Is it for everyone on this planet? Is it people with a pulse? Is it males and females, or is it salespeople at B2B companies or is it systems or whatever your ideal customer is? And this is super important if you are putting commas in your ICP, if you're like my company blank, create software for salespeople, comma, cc, comma, account executives, comma, VP of sales, comma, then you've already failed. Commas mean you're hedging your ideal customer profile, and the more you're hedging, the more deluded your value proposition becomes and people pay less attention. Imagine for a second, I said, Hey, my company, Unstoppable, creates coaching programs for people that own nail salons, people that are on law firms, people that own software companies, and people that own you got the picture. You would be like, Who is this guy and why should I listen to him? So immediately, people turn off. I actually own a software company named Instant, so let's try that one. My company Instant create software for demand generation markers that helps them generate quality pipeline and convert them to revenue. Okay, so that's pretty specific. And this is early in the game. For instance, I'm sure it'll change over time. That's one thing to remember as well. It doesn't have to be perfect. We want to hold yourself accountable to really saying, Am I being specific on ICP and am I actually being differentiated in terms of my result? This is the sentence structure I use over and over and over, and we've done this for companies that are pivoting at 20 million. There are two companies that are pre-revenue, two companies that have a few hundred thousand dollars of revenue, and they've gotten it through their existing network and are now looking to scale and turn on a true scalable go to market. Right. In all of these different segments. This simple sentence structure helps us really hone in on who's your ideal customer and what is the ultimate result. We're delivering on. And this once you nail this every cold email that you send, every ad that you run, every manifesto that you put out there, every post that you do, anything that you're doing, your homepage becomes a lot clearer of what the result is and why people should care about you. Now, let's just say you wrote some stuff down, You now have a better value proposition. You might be wondering, Well, how do I know if it's any good and how do I know if it's differentiated? That's what step number three is. before I go into that, we'll just pause here for a second. I can't see the power in this. now. One of the biggest reasons I do this channel, the biggest thing I learned as a founder and the biggest reason I do Unstoppable now is a lot of folks jump to execution. They run those ads, they fork over the money to send 10,000 emails and then they hear crickets. don't really know what's going on. And the reason for that is they skipped execution. They don't get the strategy right, a proper go to market strategy has an ideal customer profile. It has proper messaging, even starting with a value proposition, and then it has a set of consistent execution to bring that message to your ICP on a consistent basis. But folks that skip over the strategy part, including creating a proper value proposition, end up wasting months building the wrong product, spending money and not getting revenue results. And that's why this is so powerful. If you start to see the power in this, you start to see exactly why the value proposition is so important. And while it may be a simple framework, there are nuances to getting it right and you want to iterate on your service. That power is can I just get a yes in the comments below and also smash it like button for the YouTube algorithm. It just loves it when you do that. Also, if you're in the stage or you're building out your go to market strategy, I recommend you grab a complimentary copy. It's completely free of my five point SaaS growth strategy guide. You don't have to go anywhere right now. I will link to it below and I will also tell you more about it at the end of this episode. But let's go to step number three, principle number three, which teaches you how to differentiate your value prop and how to stress test if you value prop is actually differentiated because let's be honest, you can go to your grammar or you can go to your favorite customer and tell them what you do. And they might say, Yeah, do totally, That's awesome, but you're not really going to know and you'll have to go tested in the market. But before you do that, I figured out a quick way that I can coach founders on to actually litmus test if it's any good. seven number three is I want you to actually take your company name in your value prop. So this is your value. Prop my company blank. Create software for ICP that helps them result, right? Like so I want you to take your sentence and I want you to replace your company name for a big company name. So for example, replace your company name with Apple Computer or replace it with Nike or replace it with Salesforce or replace it with Google. So replace your company name with one of these big company names if it still holds true. If you're like my company, blah blah blah, create software for salespeople that helps them close more deals. Okay, let's just say that's your value prop and I'm not knocking you, that's your value because trust me, that value prop was my first value prop for my last company Tout app. But how that went on to actually raise from Andreessen Horowitz, we scaled a company, we amassed 100,000 users and then we sold to a market leader. But that value prop got us started, but it wasn't very good. the reason it wasn't very good is you could easily replace my company's name tout app with Salesforce or any CRM company or HubSpot, and it would still hold true. It wasn't differentiated and this is the quickest way to do a litmus test on if your value proposition is differentiated and if it's any good, just replace your company name with a generic company name or foo or computer, whatever it is. And if it still holds true, chances are it's not very good. So that means you want to get more differentiating in your ICP and you definitely want to get more specific on the ultimate result that you are delivering. This is the power of building out the beginnings of a proper go to market strategy in just a few seconds, just like that from one index card I can already get you thinking about, All right, are we selling to and what is the ultimate result? And that alone can completely transform what you put on your home page, your cold emails, your ads, and whatever it is you're doing to generate leads or generate revenues, it's turning to the power of this. Okay, let's recap. Number one thing you need to know to build a differentiated value proposition. You want to remember the difference between the thing which is your software and the thing about the thing, which is the ultimate result. The ultimate result is why people buy from you and you want to be very clear on what that is. Number two, you want to use this sentence structure my company blank, create software or whatever it is that you create for ICP that helps them Ultimate result when you use this sentence structure to craft your value proposition and then you want to do a litmus test, you want to be intellectually honest about this stuff, You want to clarify like, all right, is this any good? And sometimes one of the biggest reasons founders come and work with me, not because I've had success in the past or I've worked with 500 founders, but really they're like, okay, you've done it. I need an intellectual thought partner. Like I need a stress test this and talk through this. And so you want to you can do this with yourself or your co-founder. For starters, replace your company name with a generic name or even foo and see if it still holds. If it still holds true. If that could easily be Apple Computers value proposition, then that means it's not specific enough. One of the biggest reasons this is important is people don't know your company name. There's no brand yet At 20 million and 100 million, you have a brand. But right now they don't know. So really they're paying attention to who's it for and what's the ultimate result and is this specific and differentiate it or not. And that's how this whole thing comes together. that's how you actually build out your value proposition. Now, you may not know what are the other components to actually building a go to market strategy. How do you actually pull the pieces together? How do you drive growth for your SaaS business? This is why I created my five point SaaS growth strategy guide. It's completely free. All you have to do to grab your copy is go to get unstoppable dot com slash strategy. Get us up with our costs, our strategy. I'll also link to it below. you got value from this video, please smash up like button for the YouTube algorithm. It just loves it when you do that. Also, I drop in episode every single Sunday with actionable strategies and tactics from the trenches on how to grow your SaaS business faster. The reason I say trenches is because I've actually done this and then I've coached 500 founders over the last five years. Most coaches don't even last this long to actually deliver success for them using these principles. And now I'm actually applying my own principles to scale to software companies. I'm in the trenches with you and that's why I share these videos with you, because I'm dealing with some of this at multiple companies across different scales and I bring the learnings to you. So that's what I mean, my from the trenches and that's important to me, There's so much crazy advice out there and I don't want founders wasting their time. So we got value from this video. Please smash up like button for the YouTube algorithm if you haven't done so already. If you have a fellow co-founder or founder that would get value from this. Our team member, please share this video with him. We want to help as many founders as possible build incredible software companies. If you're part of a WhatsApp group or Slack group that will get away from this, please share it over there as well. I do drop an episode every Sunday from the trenches, so be sure to subscribe button and that bell icon. That way you'll get notified every single time I drop an episode. And as promised, I'm going to show you some clips from our last immersive go to market Immersive. In my go to market program. I coach folks every week. They get training, they get my coaching, but also bring them together in key cities. So here's some testimonials that we got there. Quick clips, but some of our favorite parts. And if you watch till the end, I usually don't give testimonials, but somehow the videographer pulled me aside and asked me questions and something crazy happened. So you can watch till the end and see exactly what happened. I The things he teaches you are just principles that have been proven, T.K. clearly is dedicated to having a deep understanding of what makes success, I think that the value that coming into the program I give this is is far more than what you paid for it. The value of this is, you know, you cannot estimate the value of something like this. Right. So that's the value of the network TK is building and the workshops that TK is building. And you can’t get this with other programs or I haven't seen We're not alone. These challenges that lots of business owners have and we all need to solve them in our own way. But, you know, they are achievable and they are solvable. They just need thought and attention and takes great at helping us bring that attention to the service. I think what I what I found and what I was happy to find is something that's that's fundamentally a bit more mechanical than some of the other things I might have tried in the past. And that's super reassuring, right? Like what you want in something like a go to market program, I think is the nuts and bolts that you executed will produce a result. Tick explains things in a really simple way, practical way, easy to understand, gives you practical steps to follow. And, you know, it's easy to get distracted. So coming back to the T.K. program time and time again, staying on track, having regular catch ups with him and attending is weekly webinars. It just it just really keeps you focused. They're being around other entrepreneurs gives you a lot of inspiration. Seeing guys that are ahead of you kind of motivates you to to to go faster to get there and shows you that it's possible to. This is our second year in the go to market program. And I think for us, it's it's it's a blueprint and a roadmap for things that we didn't have expertise. And and it's really leveraging his experience. One of the things I really appreciate about the Unstoppable program is that T.K. clearly is dedicated to having a deep understanding of what makes success, and he's also really committed to teaching it well. I think for first time founders like myself, it's definitely worth, you know, reaching out to T.K. and checking out his program because it's like, Mm hmm. Interesting to filing the farther world of, like, a road map, you know, what to do out to do and just sort of see what works for yourself. Not only do I get to see a framework which is clear and he brings, but I get to also bounce that idea off of others that have either been through it or are going through it. And you hear that collective knowledge and wisdom. Yeah, yeah, that's very powerful. That's that's a big deal to me. I wish I had this program ten years ago. And, you know, being very honest, this would have been an awesome way to focus and and establish kind of what we're doing now. For a long time, I was under the impression like sales and marketing happens through luck or some kind of being a right time, right place. I didn't realize that is so much of a process and that is driven where you can reach to the sales or you can improve the current marketing strategy. realized at some point I think they join for me tech, but I think they stay for the other founders, like the other unstoppable founders. I think like I've seen Bonds get created, I've seen partnerships being made, I've seen introductions, I've seen like founders helping each other. Like they'll hear me say something, but they'll gravitate towards other family. Like, Yeah, I did this stay in the program and it like, crushed it. No one to hear from that person. So it's true. Like, like the reason I started this is because I wish this existed when I was a founder and I'm still a founder and it's cool to see other people getting value from it. So it's really cool. I think the community is like, you know, emotional and it's things I think the community is. It's well, I think I think the community's taking on a life of its own. And I think it means a lot to founders like we have founders like getting together. We have a London peer group and we're going to have more peer groups. So they're all connecting with each other because they all believe in that. This ethos of unstoppable and unstoppable doesn't mean that you're perfect. It just means that there's always a way forward. And I think we all believe in that. And I think that's why there in this community and I think I actually call that say a it's an emotional thing that says our. hope you got value I'll see you in the next episode. Otherwise I'll see you inside the 5.6 growth strategy Guide. Take everybody.
