# How to Use the Value-Proposition Skill with the JTBD Template in PM-Skills > Learn to craft customer-centric value statements using the value-proposition skill and JTBD template in pm-skills. Generate impactful insights interactively. - Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills) - Tags: how-to-guide - Published: 2026-06-23 --- **The value-proposition skill in the pm-skills repository implements a six-part Jobs-to-Be-Done (JTBD) template to generate customer-centric value statements through an interactive command-line interface.** The `phuryn/pm-skills` repository provides a modular toolkit for product management workflows, including the **value-proposition** skill that leverages the JTBD framework to craft concise, actionable value statements. This skill operates within the `pm-product-strategy` toolbox and can be invoked via CLI commands or programmatically to structure product messaging around actual customer jobs rather than features alone. ## Understanding the JTBD Template Structure The value-proposition skill implements a structured six-component framework defined in [`pm-product-strategy/skills/value-proposition/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/value-proposition/SKILL.md). This template moves beyond traditional feature lists to capture the complete context of why customers hire your product. ### The Six Component Framework According to the source code, the skill populates six specific sections: 1. **Who** – The target segment and their characteristics 2. **Why** – The underlying job-to-be-done or motivation 3. **What Before** – Current pain points and existing workarounds 4. **How** – Your solution's specific approach and key differentiators 5. **What After** – The improved outcome and measurable benefits 6. **Alternatives** – Competitive solutions and their limitations Each section builds upon the previous to create a narrative arc from problem identification to solution value. ## Invoking the Value-Proposition Skill The skill exposes a CLI-style command defined in [`pm-product-strategy/commands/value-proposition.md`](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/commands/value-proposition.md). You can trigger this skill through multiple input methods depending on your available context. ### Basic Command Invocation Run the skill without arguments to enter an interactive session where the assistant asks clarifying questions: ```bash /value-proposition ``` ### Providing Initial Context Pass a product name or feature description to seed the conversation: ```bash /value-proposition "Analytics Dashboard" ``` ### Uploading Supporting Documents Upload relevant files (PRDs, pitch decks, or competitor analysis) to let the skill extract context automatically: ```bash /value-proposition [upload pitch_deck.pdf] ``` ## Step-by-Step Workflow When executed, the skill follows a three-phase workflow as implemented in `pm-product-strategy/commands/value-proposition.md#L1-L70`. ### Step 1: Context Gathering The assistant asks the "key questions" defined in the workflow to understand the product and market landscape. This includes probing for the product's purpose, existing alternatives, and deep customer insights. You may provide a product description, target segment details, competitive context, and market data during this phase. ### Step 2: Template Population Based on your inputs, the skill maps answers to the six JTBD template sections. For example, "Product managers in mid-size SaaS companies" becomes the **Who**, while "Manual SQL queries, fragmented dashboards" populates the **What Before** section. ### Step 3: Output Generation The skill emits a structured output containing: - The completed six-part template - A one-sentence value proposition statement - Reusable snippets for marketing, sales, and onboarding materials Example output structure: ```markdown ## Value Proposition: Analytics Dashboard 1. **Who**: Product managers in mid-size SaaS companies 2. **Why**: Need real-time insight into user behavior to prioritize features (JTBD) 3. **What Before**: Manual SQL queries, fragmented dashboards, delayed decisions 4. **How**: Unified, drag-and-drop analytics UI with instant cohort analysis 5. **What After**: Faster, data-driven roadmap decisions; reduced time-to-insight 6. **Alternatives**: Custom BI tools, spreadsheets – higher setup cost & latency **Value Proposition Statement** For product managers who need instant user insights, the Analytics Dashboard is a real-time analytics platform that eliminates manual queries and fragmented tools. Unlike custom BI solutions, it requires no engineering effort and delivers actionable metrics in seconds. ``` ## Comparing JTBD vs. Traditional Value Proposition Canvas The skill explicitly contrasts its approach with the Strategyzer Value Proposition Canvas in [`SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/SKILL.md) (lines 78-86). While the Strategyzer canvas focuses on pains, gains, and features, the JTBD template emphasizes the **progress** customers try to make in specific circumstances. **Key differences:** - **JTBD Approach**: Centers on the job context and desired outcome - **Strategyzer Canvas**: Maps features to pain relievers and gain creators The documentation recommends choosing the JTBD template when you need to understand underlying customer motivations rather than just feature-alignment, making it particularly valuable for early-stage product definition or pivot analysis. ## Summary - The **value-proposition skill** resides in [`pm-product-strategy/skills/value-proposition/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/value-proposition/SKILL.md) and implements a six-part JTBD template (Who, Why, What Before, How, What After, Alternatives). - Invoke the skill via `/value-proposition` with optional arguments or document uploads to trigger the interactive workflow defined in [`pm-product-strategy/commands/value-proposition.md`](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/commands/value-proposition.md). - The skill contrasts with the Strategyzer Value Proposition Canvas by focusing on customer jobs-to-be-done rather than feature mapping. - Output includes a structured template, a concise value proposition statement, and reusable marketing snippets. ## Frequently Asked Questions ### What inputs does the value-proposition skill require? The skill accepts a product description, target segment definition, competitive context, and market data. You can provide these interactively during the session or upload supporting documents like pitch decks or PRDs at invocation. ### How does the JTBD template differ from the Strategyzer Value Proposition Canvas? According to the source code in [`pm-product-strategy/skills/value-proposition/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-product-strategy/skills/value-proposition/SKILL.md), the JTBD template focuses on the six components of customer progress (Who, Why, What Before, etc.), while the Strategyzer canvas maps product features against pain relievers and gain creators. The JTBD approach is better suited for understanding underlying customer motivations. ### Can I use the value-proposition skill programmatically? Yes, the skill functions as a modular, prompt-driven component within the pm-skills toolkit. While the documentation shows CLI-style invocation (`/value-proposition`), the underlying architecture supports programmatic calls through the pm-skills framework. ### What output format does the skill generate? The skill produces a structured markdown output containing the completed six-part JTBD template, a one-sentence value proposition statement following the "For [Who] who [Why], [Product] is a [Category] that [How]. Unlike [Alternatives], it [Differentiator]" format, and reusable snippets for marketing and sales enablement.