In a world flooded with AI-generated noise and artificial marketing, trust has become a rare currency. If you want your product to succeed, you must go beyond buzzwords and anchor your message in something real -  your product’s true value logic.

In this workshop, you'll learn how to uncover, design, and communicate the value your product delivers - and how to do it in a way that builds customer trust, drives better positioning, and accelerates your sales.

Using the proven Value Development Model — Discover, Design, Connect, Convey — this workshop gives you a full framework to:

✅ Identify and articulate your product’s real-world value drivers

✅ Craft messaging that aligns product, marketing, and sales efforts

✅ Strengthen your positioning in complex B2B environments

✅ Drive credibility, differentiation, and commercial growth

• A clear value logic map for your product
• A foundation for crafting credible messaging architectures
• Insights into how to connect value, positioning, pricing, and sales activities
• New perspectives on how value can fuel long-term customer trust and market success

This workshop is for you if:

• You want to sharpen your go-to-market messaging
• You’re preparing to scale into new markets
• You feel your current messaging isn't fully unlocking your product’s potential
• You want a more strategic, value-driven foundation for marketing and sales enablement

Why it matters:

Today’s customers are skeptical. They’re overloaded with generic promises and polished phrases that sound good but mean little. To win in the market, your product’s story must be grounded, authentic, and sharp enough to cut through the noise.

Led by Magnus Billgren, author of Value-Based Product Marketing for B2B and a leading voice in B2B product strategy, this workshop brings you practical tools and battle-tested models used by companies like Dana, Intel, Saab, Ericsson, Wittra, Mycronic, Atlas Copco. Tieto Care and more.