Messaging: The Value, Problem, Solution, Action (VPSA) model

Learn how to craft powerful and persuasive messages using the Value, Problem, Solution, Action (VPSA) model pioneered by the Opportunity Agenda. Here’s how it works:

  • Begin by connecting with your audience over shared values.
  • Introduce the problem you are addressing and explain how it threatens the values you share.
  • Tell your audience how the problem can be solved. By quickly pivoting to solutions, you avoid tapping into compassion fatigue and can motivate your audience to action.
  • Finally, give your audience specific examples of an action or actions they can take to help.

Practical examples of VSPA

The best way to understand the Value, Problem, Solution, Action model is to see examples of how it works. See Opportunity Agenda’s Flashcards on 18 issues.