Why ‘Unique’ Value Propositions Often Fall Flat, According to Jason Osborn

In a recent LinkedIn post, Jason Osborn dives into a common pitfall for businesses: the generic ‘unique value proposition’ (UVP). Osborn argues that many companies believe they have a distinct offering, but upon closer inspection, their UVP could easily be adopted by a competitor, rendering it anything but unique.

Osborn highlights the problem with what he terms ‘safe language,’ stating:

“Safe Language Is Forgettable. Uncomfortable Specificity Is Memorable.”

He elaborates that many B2B sellers fall into the trap of using broad, non-specific language that fails to resonate because it lacks distinctiveness. This often stems from a fear of alienating potential customers by being too specific.

The Pitfalls of Generic Messaging

The core of Osborn’s argument centers on the ineffectiveness of vague claims. He provides several examples of common, yet unmemorable, UVPs:

• “We help businesses grow through innovative solutions”
• “We’re a trusted partner committed to your success”
• “We deliver results through our proven process”

According to Osborn, these statements are problematic because they fail to answer crucial questions: What businesses? What growth? What solutions? He contends that such vagueness means the message could apply to almost anyone, thus appealing to no one effectively. As Osborn puts it:

“If everyone can claim it, nobody believes it.”

He contrasts these generic statements with genuinely unique value propositions, illustrating the difference with an example: “We help 7-figure consulting firms double revenue without hiring” versus the generic “We help companies improve performance.” The key distinction, Osborn explains, lies in the specificity of the audience, outcome, and method.

The Power of Uncomfortable Specificity

Osborn challenges the notion that specificity is a risk. In fact, he argues, it is precisely the point. Trying to appeal to everyone dilutes the message to the point of irrelevance. He encourages businesses to embrace specificity, even if it feels uncomfortable, because it leads to memorability and credibility.

How to Craft a Truly Unique Value Proposition

To help businesses move beyond generic language, Osborn offers actionable advice:

1. Name specific outcomes: Focus on measurable results, numbers, and timeframes.
2. Define your specific audience: Move beyond broad categories like “businesses” to identify precisely who you serve.
3. Describe your specific method: Clearly articulate how your approach differs from others.
4. Show specific proof: Back up claims with concrete data, not just assertions of success.

Osborn provides a compelling before-and-after example: “We help businesses optimize their sales process” transforms into “We help B2B SaaS companies increase demo-to-close rates from 12% to 35% in 90 days.” This shift, he argues, moves from forgettable to credible.

In conclusion, Jason Osborn urges businesses to stop trying to be all things to all people. Instead, he advises them to embrace specificity to create a value proposition that is not only unique but also memorable and impactful.