A strong value proposition begins with the customer’s world, not a list of product features.
This 90-second lesson explains how the Value Proposition Canvas connects customer jobs, pains and gains with the products, services and outcomes you offer.
What you’ll learn
- The two sides of the Value Proposition Canvas
- How to describe customer jobs, pains and gains
- How to connect an offer to what matters
- Why fit is an assumption to test
Watch this if
You need to sharpen an offer or explain why customers should care about it.
What to do next
Choose one customer segment. Write down its most important job, pain and desired gain, then test whether your offer addresses each one clearly.