Value Proposition.

A value proposition is a promise of value to be delivered and acknowledged and a belief from the customer that value will be delivered and experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

Value propositionWikipedia
Value Proposition Canvas TemplatePeter J Thomson
Useful Value Proposition Examples (and How to Create a Good One)Conversion XLMay 16th, 2019
How I apply the Value Proposition Canvas to convince my clients to invest more time in customer researchUX CollectiveJune 10th, 2017
Communicating the UX Value PropositionUX MagazineMay 6th, 2011