Value Validation Project · Template
The same structure as the hims & hers example, stripped to placeholders. Everything in blue is a fill-in field.
How to use this — pick a target company, spend 45-90 minutes researching them (public filings, their ad library, recent news, their careers page), then fill every field below with something real and specific. Never guess a number you can't source — frame anything unverifiable as a hypothesis, exactly like the worked example does.
Time budget: 20 min research → 20 min diagnosis + brief → 20 min hooks + image prompts → 10 min polish. Send it to a named person, not a general inbox.
One real, dated, sourced fact that makes this the right moment to reach out — a launch, a pivot, a funding round, a new campaign. Link the source.
What's already working (don't recommend changing it) vs. the one specific gap you're proposing to close.
Preserve
Close
Diagnosis before hypothesis, always. See Field Manual §3 if you need the framework refresher.
Each hook should map to one line of the diagnosis above — not generic creativity, targeted fixes.
"[Hook concept 1]"
"[Hook concept 2]"
"[Hook concept 3]"
Nano Banana 2 / Midjourney-ready. Subject, lighting, composition, mood, aspect ratio.
[Image prompt for hook 1 — subject, light, mood, --ar]
[Image prompt for hook 2]
[Image prompt for hook 3]
Field Manual §2 metric diagnostic, applied hypothetically — you don't have their dashboard, say so.
[Signal to watch #1 → what it would mean → what you'd do]
[Signal to watch #2 → what it would mean → what you'd do]
[First validation action]
[Second validation action]
[Third validation action]
Everything above should trace to a public source — no invented internal numbers. Frame anything you can't verify as a hypothesis, not a fact. That honesty is what makes a VVP credible instead of a fabrication that gets caught in the interview.