Hoang Huynh
Value Proposition Strategist · Managing Partner at Tactical
I design value propositions for a living, and I have come to believe the most important thing about value is that it is never found lying around waiting to be discovered. It is designed: chosen, shaped, and made legible to the people who are meant to feel it.
For most of my career the tools available to do this were either too academic to operate or too shallow to trust. So I built my own: a formula, a contract, a map of markets, and a discipline for carrying designed value all the way into a market's perception. This site is where all of it lives.
“A method that refuses to be applied to itself is a service for others, not a method.”
The test I hold my own work to.
Over 15 years in the innovation industry.
Managing Partner
Tactical
Co-Founder
Stakeshare
Advisor & Executive in Residence
Corporate ventures & startups
Managing Partner
PRSD
Head of Customer Experience & Service Design
Value Partners Management Consulting
Lead UX Architect
Antreem, a Gellify Company
A track record built in the room, not on paper. Tap a figure for the detail behind it.
Consultant, founder, then acquired
I started as a consultant, built my own company, and got acquired by a management consultancy. I spent six years in its business innovation practice, working with AAA clients at an intoxicating pace: creating concepts for leading banks and insurance companies, and shaping work for top-tier B2B and B2C brands. It gave me the chance to see, up close, how the best brands in the industry actually operate.
Everyone does strategy. I chose tactics.
Then I built on my own, first as PRSD (Presidio), then as Tactical. The name change was the whole point: strategy is crowded, and tactics is where value is actually won or lost. I decided to do one thing and do it better than anyone, crafting value propositions and treating them the way a naming house treats a brand: signed, and used exactly as designed.
The first Value Proposition Studio in Europe
Project after project, the way I worked hardened into a system. First the pillars, then the foundation beneath them, and finally a whole new framework of tactical thinking. Tactical became the first Value Proposition Studio in Europe, and by naming a category, I inherited the work that comes with it: teaching a whole market what it even means.
Applying the method to itself
A method that refuses to be applied to itself is not a method. So I wrote it all down, turning every tool onto my own work, onto the brands I admire, and onto the ones I have watched fall. This book is that method, assembled in one place.
The companyTactical, the first Value Proposition Factory
Tactical crafts outstanding value propositions for outrageously reckless brands and organizations who want to dominate the market with new lines of business and innovative ventures. Its own value proposition is dissected, ingredient by ingredient, inside the book, the clearest proof that the method holds when turned on itself.
Want me in the room?
I speak, teach, and run workshops on value proposition design and value to market.
Book me