Hoang Huynh · Managing Partner at Tactical
Value isn't found.
It's designed.
I am Hoang Huynh, a value proposition strategist. This is the home of the method I have spent my career building: a way to design value that a market can actually feel, and the book that holds all of it.
The bracket speaks to the audience; the USP is only added on top. But the real test is discipline, not arithmetic: one promise per channel, two channels at most, around three values, a USP or two. Set the counts below and read what your combination is really saying.
Interactive · The Formula as a discipline
one promise per channel · two channels at most
2 promises · 2 channels: one per channel
Textbook discipline
One promise per channel: clean, and exactly the norm.
This is the shape the method aims for. Trader Joe's runs one voice, one kind of store, a tight private-label value set and almost no advertising, and earns devotion rather than mere reach.
One idea leads to the next, from the formula all the way to market.
The convictions underneath every framework.
Written in the discipline of Ray Dalio: rules you can reuse, test, and hand on. Flip through the full set, with the operational question behind each one, on the method page.
See all four, in full →The Principle of Context
Who defined the rules we are judged by?
The Principle of Reality
In which world are we necessary?
The Principle of Transient Stability
Which of our values is tangibilizing into a standard, and what replaces it?
The Corollary to All Principles
Are we trying to win by being better inside the current frame, or by changing the frame itself?
Every framework is stress-tested against real companies: the wins, the losses, and the autopsies.
Value Strategy
The complete method for designing value that markets can feel. Three books. Fifty-one chapters. One method. Roughly 110,000 words, distilled from a career of designing value propositions for brands and organizations.
Inside the bookProposition,
Value Strategy,
Value to MarketValue isn't found. It's designed.