Alex Hormozi popularized a simple way to think about value in his book $100M Offers. Value goes up when the dream outcome and the perceived likelihood of achieving it rise, and it goes down when the time delay and the effort and sacrifice rise. Full credit to him for making it this clear.
The lens works far beyond sales. A hiring pitch, a fundraise, a partner ask, even convincing a teammate, all move on the same four levers. If something is not landing, one of the four is usually off. The outcome is not vivid enough, they do not believe it will work, it feels too slow, or it feels like too much work.
The hard part is spotting which lever is weak while you are mid-conversation. That is where a copilot helps. Wingman follows what the other person actually cares about and nudges you toward the lever that will move them, so you raise perceived likelihood with a proof point, or shrink the effort with a simpler first step.
You do not need to memorize the framework to use it. You need the right reminder at the right second, which is exactly when most good frameworks get forgotten.