Start with the customer’s problem
Value only exists relative to something the customer wants to improve, avoid or achieve.
Describe the consequence
Faster, safer, more predictable or easier are meaningful when they connect to a concrete workflow, cost or risk.
More is not always more valuable
Extra features can make a solution harder to understand. Sometimes value comes from removing complexity.
Added value is not what you added to the product. It is what changes for the customer because of it.