Building a value proposition usually starts with research. Find the needs, turn them into benefits, match the features, add proof points, and package it inside a familiar category. It works when you are making something faster, cheaper, or better. But what happens when you are building something people don’t yet know they need? In those cases, there isn't a market to listen to. Research will only circle back what people already know. The harder work is introducing value where no demand yet exis
