Click a layer. Each page answers three questions: What do we ask? Who cares? What value is created?
Features are last. If the conversation starts with features, the deal often dies on price, not value.
| Layer | What it does | Proof you can bring |
|---|---|---|
| Business Impact | P&L narrative, cost of inaction, executive urgency. | ROI model, cost-of-delay, churn risk, margin impact. |
| Strategic Value | Alignment to priorities and competitive pressure. | Industry benchmarks, strategy themes, customer stories. |
| Operational Gains | Execution speed + reliability = trust. | Process map, incident stats, cycle time, QA defects. |
| Product Capabilities | Capabilities needed to unlock gains. | Architecture sketch, data requirements, automation map. |
| Features | Concrete evaluation, adoption, POC. | Checklist, success criteria, onboarding plan. |