This project promotes Value Proposition Design as a way to increase competitive advantage in delivering winning instructional design services. The hypothetical client is an instructional design firm that caters to military clients but is losing buy-in from its largest customer. The key concept is "Fit" in which design benefits are carefully aligned to customer needs. I felt the symbol of a bicycle chain would serve as a reasonable metaphor for this and my discovery of Andy Schleck's cycling experience allowed the use of storytelling to engage the viewer and communicate the key ideas of Value Proposition Design in just a few slides.