Design a Better Business

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TOOL VALUE PROPOSITION CANVAS

When it comes time to really understand your customers, including their jobs-to-be-done, pains, and gains, as well as your offer to them, the Value Proposition Canvas, developed by Alex Osterwalder at Strategyzer, is one of the best tools available to help you.

FOCUS

understand your value proposition

± 45 MIN

pressure cooker

3–5

people per group

ALWAYS START WITH THE CUSTOMER

To get started with the Value Proposition Canvas, always start with the customer. Of course, you may have many different customer segments that you serve (or want to serve). So, as a team, your first task is to have a discussion about who the customers actually are from a high level, whereupon you can make some decisions about who you are designing for. You may need to fill out several can­vases, one for each customer.

ASK ENOUGH “WHYS”

Once you’ve made the customer decision, as a team – using sticky notes and permanent markers – start to detail your customer’s jobs-to-be-done. What social, emotional, and functional jobs does your customer do on a daily basis? They have some functional job that you know probably about. But you’ll also need to uncover how they do that job, ...