Business requirements and value propositions are one and the same. What’s different is the purpose for which they’re written.

  • Business requirements are written to communicate the WHO, WHAT & WHY value that’s required to justify building new products and features.
  • Value propositions are written to communicate the WHO, WHAT & WHY value that existing products already satisfy.

The content that comprises clear business requirements and powerful value propositions is literally the same. Here’s the trick to writing something once and using it for both purposes. The Playbook:

Think of it this way. The reasons that justify your investment to build a solution are the same reasons that justify an investment from your target customers to buy it. Do it well and it accelerates your readiness and rollout efforts because product marketing won’t have to reinvent the wheel to effectively position the solutions once they’re available.