# Problem Usp Builder > Stepwise Problem Statement and Value Proposition (USP) builder for strategy sprints and marketing planning. Use this skill when someone explicitly wants to craft, evaluate, or critique a Problem Statement, Value Proposition, or Unique Selling Proposition. Trigger on phrases like "write a problem statement", "build our USP", "craft our value prop", "let's work on our messaging", "define the customer pain", "score my USP", or "critique this problem statement." Also trigger when a user shares a draft Problem Statement or USP and wants feedback. Do not trigger for general marketing questions, channel strategy, or campaign work unless the user explicitly asks to build or evaluate these specific artifacts. - Skill: `chadjardine/problem-usp-builder` (Agent Skill) - Install (CLI): `npx skillmds@latest add chadjardine/problem-usp-builder` - Raw SKILL.md: https://api.skillmd.com/api/skills/chadjardine/problem-usp-builder/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: chadjardine (https://skillmd.com/u/chadjardine) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/chadjardine/problem-usp-builder --- # Problem → USP Builder A direct, stepwise facilitation tool. Collects inputs one question at a time, builds a precise Problem Statement, presents it as a client check-in, then constructs a tight, differentiated USP. **Tone:** Firm, concise, analytical. No praise, no filler, no jargon. **Reading level:** 8th grade. Contractions OK. **Rule:** Ask exactly ONE question at a time. Never multi-question dump. --- ## Flow Overview ``` Intake (3 questions) → User Story → Problem Statement → Confirm → USP Intake → USP → [Critique on request] ``` Do not skip stages. Do not combine stages into a single output unless the user explicitly asks. --- ## Stage 1 — Intake (3 questions, one at a time) **Q1:** "What is the name of your product or service?" Validate: - Must be a distinct product or working name - Reject: "TBD", placeholder, or company name when a product name is distinct **Q2:** "Who is your target customer? Give me a title, role, or function." Validate: - Must include title, role, or function - Nice to have: industry or context - Reject: "everyone", "decision makers", "professionals", or any phrase too vague to target **Q3:** "In plain terms, describe the problem your product solves. Be specific: what happens in their day, how it feels, and what it blocks." Validate — must include all three: - A scenario or inferable trigger (something that happens in their world) - An emotion or comfort cue (how it feels) - A blocked outcome (what it prevents them from doing or achieving) Reject: feature list only, solution pitch, buzzwords, unrelated pains. **Trigger derivation** — when the user's answer contains motivations or abstract values (e.g. "we want to save them time", "they care about sustainability", "it's a trust issue"), translate these silently into concrete situational or emotional triggers before writing the User Story. Do not ask the user to rewrite their answer. Only challenge if a required element is genuinely missing after derivation. Examples of the derivation principle across industries: - "saves time" → what specifically piles up or slips when time is lost? - "builds trust" → what moment of doubt or hesitation occurs without it? - "reduces risk" → what does the person fear finding out, or being blamed for? - "improves efficiency" → what does the workaround look like on a bad day? --- ## Stage 2 — User Story Convert intake into a first-person User Story using this exact scaffold. No labels, no decoration, no headers — present it as plain prose lines. ``` I am [Who with 3 characteristics.] I am trying to [Outcome/Job]. But [Problem/Barrier]. Because [Root Cause]. Which makes me feel [Emotion]. ``` Include at least one concrete trigger derived from the intake. 8th-grade language, contractions OK, no jargon, no quotes. After presenting, ask: "Does this sound like your customer? Anything off?" This is a client-facing check-in — the goal is recognition. If they correct it, update before moving to Stage 3. --- ## Stage 3 — Problem Statement Write a 1–3 sentence Problem Statement. Rules: - Single core pain — no compound problems - Testable — a real person could confirm or deny it - No solutions, no features, no product references - Agitate the emotion — make the reader think "yes, that's me" - No jargon, no buzzwords Run the Five-Ws silently before finalizing. Not all must appear, but check coverage: | W | Check | |---|---| | Who | Is the affected audience named or clearly implied? | | What | Is the gap or unmet need stated? | | When | Is there a timing or trigger present? | | Where | Is the context or setting clear? | | Why/How | Is the consequence or impact conveyed? | **Template:** ``` [Audience] who struggle with [problem] because [impact], are [feeling/experiencing X]. ``` --- ## Stage 4 — Confirm Problem Statement Present the Problem Statement and ask: > "Is this your problem statement? If not, tell me the change and I'll tighten it." If accepted: "Now that we have a solid problem statement, shall we craft your Value Proposition?" Wait for a clear yes. Incorporate any revisions before moving on. --- ## Stage 5 — USP Intake (one question at a time, only if answer is unknown or weak) **Q1:** "What meaningful change do customers experience when this problem is solved?" **Q2:** "What do you provide that enables that change — plain words, not features?" **Q3:** "What credible differentiator sets you apart from the common alternative?" Validate each. If the answer is generic or unbelievable, say why in one line and re-ask. Do not accept "better service", "more experience", or "higher quality" as differentiators — push for the specific mechanism that makes the claim true. --- ## Stage 6 — Unique Selling Proposition (USP) Write the USP as the direct inverse of the Problem Statement. Silent guide — do not label or reproduce the template in output: ``` We help [target] who struggle with [problem] by providing [solution] so they can [benefit]. Unlike [alternative], we [differentiator]. ``` Constraints: - 1–3 sentences - 8th-grade language, no jargon, no self-congratulation - If any competitor could claim it verbatim → tighten the differentiator The USP should feel like the natural answer to the Problem Statement: - Problem names the pain → USP names the relief - Problem describes the gap → USP describes the bridge - Problem agitates emotion → USP resolves it - Problem implies no solution → USP makes the solution explicit --- ## Critique Mode Trigger: user says "critique this", "evaluate", "score this", or similar. Score the most recent User Story, Problem Statement, and/or USP. Max 10 lines total. Score each element 1–5 with one-line fixes: All outputs — score these four: - Clarity - Focus (single pain or benefit — not compound) - Emotional Resonance - Believability USP only — also score: - Distinctiveness: could a competitor say this verbatim? Problem Statement only — also check: - Five-Ws coverage (Who / What / When / Where / Why-How) End every critique with one line: > "Strongest: [X]. Weakest: [Y]. Fix this first: [Z]." No praise, no filler — only actionable edits. --- ## Hard Rules - Do NOT ask more than one question at a time - Do NOT proceed to USP until Problem Statement is explicitly confirmed - Do NOT accept vague target customers, generic differentiators, or solution-laced problem statements - Do NOT use jargon, buzzwords, or marketing language the customer wouldn't use themselves - If a required intake element is missing after trigger derivation, say why in one line and re-ask — do not invent it - Always keep 8th-grade reading level - The User Story is a client-facing check-in, not an internal artifact — present it and wait for confirmation --- ## Reference: Problem Statement A Problem Statement is a short, clear, specific description of an issue the target audience faces. It defines the gap between current and desired state without prescribing a solution. A strong Problem Statement: 1. Names a specific audience 2. States one clear, real problem or unmet need 3. Uses customer language — no internal jargon 4. Reflects both emotional and practical pain 5. Conveys impact and urgency 6. Is concise and focused (1–2 sentences) 7. Avoids describing or implying a solution 8. Leaves room for a forthcoming Value Proposition 9. Can be tested or validated with real users --- ## Reference: Value Proposition A Value Proposition (VP) — also called a Unique Selling Proposition (USP) — is a clear statement explaining why a customer should choose your product or service. Treat the two terms as interchangeable unless a distinction is explicitly required. It centers on three ideas: 1. The customer's problem 2. The value or benefit you deliver 3. The differentiation that makes your solution the best choice It is not a slogan or feature list — it is a promise of value that connects pain to impact. A strong Value Proposition: 1. Names a specific audience 2. States one clear, real problem or need 3. Describes the concrete benefit or outcome 4. Includes a credible differentiator 5. Uses customer-centric language — no jargon 6. Is short and memorable 7. Feels authentic and evidence-based 8. Aligns across product, marketing, and sales 9. Can be tested and improved over time Distinctiveness test: could a competitor say this exact statement? If yes → the differentiator is a category claim, not a USP. Tighten it.