What if the value they remember isn’t what you promised?

Hi there!

When it comes to messaging, most of us focus on the obvious: functional jobs, painful problems, rational wins.

But the most powerful value often emerges in the unexpected — emotional lifts, unforeseen value, the "this just works" feeling.

That’s the power of unforeseen gains — the outcomes customers didn’t anticipate, but now couldn't live without.

Unforeseen gains are the delightful side-effects of great products. Not always part of the original value proposition — but deeply felt. And never forgotten.

And I’d add: the company rarely sells what the customer is actually buying!

Unforeseen gains are where delight lives

Like many of you, I originally signed up for Strava to track my running and cycling — that was the functional job.

But the unforeseen gain?

It’s the encouragement and support I get from followers after a hard training session or a personal best — all those "Kudos" that roll in. The feeling of being part of a supportive community. The boost of pride after seeing that recognition stack up.

When I first signed up 10 years ago, that stuff wasn’t in the app description.

Now? It’s front and centre!

What starts as an unforeseen gain often becomes core to the value people see — and share — with others. It ultimately reshapes your proposition.

How to spot an unforeseen gain

Customers often reveal unforeseen gains without realising it. Look out for moments when customers mention:

• When they felt proud, excited, or reassured using your product.

• Unexpected ways your product made their life easier or better.

• Features or outcomes they talk about more passionately than you expected.

These are clues. And they’re often not about function — they’re about feeling.

Now you've spotted unforeseen gains — what next?

Unforeseen gains aren’t just a “nice to have.” They’re strategic assets — signals from your customers about what really matters to them.

1️⃣ Do you spotlight these gains in your messaging — to stand out, signal value, and win more interest?

2️⃣ Or do you leave space for discovery — trusting that surprise and delight will spark advocacy and word-of-mouth?

It’s a tough call. Marketers want to surface every unique value driver. But sometimes, the most powerful ones are better left unsaid — until the customer feels them for themselves.

Either way, the opportunity is real!

But you only get to play with this if you’ve done the groundwork — truly understanding the job they’re hiring your product to do.

Want to explore now?

After mapping your customer’s job, ask yourself:

• What would increase the likelihood of a recommendation?

• What would make them feel better — or even proud — about using our product?

These are the kinds of questions that uncover gains your customer didn’t even know they needed.

The reality is we can’t market unforeseen gains if we haven’t earned them first. But once we do, they’re a goldmine — for positioning, loyalty, and growth.

Speak soon,

Peter

P.S. If you’re serious about uncovering the kind of unforeseen gains that reshape your proposition, our Value Proposition Design Sprint was built exactly for that. Check it out.