Value Curve Builder

Map your position against competitors on the drivers your buyer actually cares about, and see exactly where that picture rests on evidence rather than assumption.

STEP 1

Set up the market frame

Value drivers change completely depending on who is deciding, so tell the tool who you are selling to before anything else.

Project name

Your brand or product

Market or segment

Who makes the call? drives everything downstream

Describe the decision maker

Why the decision maker matters. A nutritionist and a procurement lead will rank the same product on completely different drivers. Pick the one person whose objection actually stops the sale.

Competitors two is a valid canvas

STEP 2

Value Drivers

List what the buyer cares about, not the features you ship. One per line. Four to eight is the useful range.

Rank them by importance to your buyer

Anchor the two ends first. It is what stops everything landing on a 4.

STEP 3

1 materially weak

2 below expectation

3 parity

4 meaningfully strong

5 clearly differentiated

? unknown, no basis

Unknown is a real answer. If you have no basis for a number, press ? and move on. It leaves an honest gap in the line instead of a made-up point, and the tool counts it. Where you do give a number, say what it rests on:

EEvidence - trial data, a won or lost deal, a published claim

JJudgement - informed view from the market, not verified

GGuess - no real basis, you are filling a blank

STEP 4

Your value curve

Order by Show all uncertainty bands Tip: click a name in the legend to isolate it.

Send this to yourself

Get the chart and everything above as an email you can forward to your team or bring to your next planning session. Nothing here is stored otherwise - close the tab and the canvas is gone.

Work email