Hoang Huynh · Managing Partner at Tactical
Value isn't found.
It's designed.
I am Hoang Huynh, a Value Proposition strategist.
I am one of the few strategists in Europe vertically specialized in Value Proposition Design, Value Strategy, and Value to Market tactics. 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.
Two twin books.
The Complete Guide to Value to Market
Value Proposition designs the value; Value Strategy carries it to market. Together, the complete guide to Value to Market.
Book One
Value Proposition
Designing a proposition the market can't ignore.
The foundations. How value is chosen, shaped, and made legible, so you can design a proposition that stands out and holds up. Principles, the formula, and worked cases that turn a vague idea into a proposition worth choosing.
26 chapters of theory and cases
Book Two
Value Strategy
Identifying, delivering, and defending value over time.
The strategy, across 26 chapters. How to identify, create, and deliver value in a market that keeps moving: the tactics and phases that carry a proposition to market, and the maneuvers that answer every shift, all the way to the endgame.
26 chapters · 12 tactics · 7 phases · 40 tool cards
One line, but do not mistake it for one decision. The bracket speaks to the audience and the USP is only added on top, yet behind it sits a whole system of building blocks, and a value proposition is only as strong as the weakest one.
Not one thing. A system of building blocks.
Tap through the pieces a full value strategy has to tackle, and watch how each one depends on the others.
Interactive · The building blocks
1/10 explored
Who it is for, and who it is not
Premise
The declaration of validity. Without it you are irrelevant, speaking to everyone and landing with no one.
A value proposition is not one decision. It is all of these, locked together, and any single block left at zero puts the rest at risk.
Source · The Value Strategy canvas · Hoang Huynh
One idea leads to the next, from the formula all the way to market.
The convictions underneath every framework.
Written in the discipline: principles 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.
Get the thinking, first.
New essays on value proposition design, method notes, and the occasional teardown, sent when there is something worth reading. No noise.