Building a value proposition that isn't a slogan

Building a value proposition that isn't a slogan
"Communicate your unique value proposition." [DEPENDS] Repeated everywhere, defined nowhere, so people ship adjectives. The truth: "innovative," "seamless," "best-in-class" are the absence of a value prop wearing its costume. Build a real one:
— Fill the template: for [specific buyer] who [specific struggle], we do [outcome], unlike [the alternative they use now].
— Strip every word that a competitor could also claim. If they can, it isn't differentiation.
— Attach one number: faster by how much, cheaper than what, more reliable by what measure.
— Read it next to the status quo the buyer lives with today. Does choosing you obviously beat doing nothing?
The nuance the slogan-writers skip: a value prop is a comparison, not a compliment to yourself. If it doesn't name what you beat, it isn't positioning, it's noise.