Value Proposition Design

Two common illustrations of multiple fits are intermediary and platform business models.

Expected gains These

To clearly differentiate jobs, pains, and gains, describe them as concretely as possible. For example, when a customer says “waiting in line was a waste of time,” ask after how many minutes exactly it began to feel like wasted time. That way you can note “wasting more than x minutes standing in line.” When you understand how exactly customers measu

Pain severity A customer pain can be extreme or moderate, similar to how jobs can be important or insignificant to the customer.

Desired gains

Fit happens in three stages. The first occurs when you identify relevant customer jobs, pains, and gains you believe you can address with your value proposition. The second occurs when customers positively react to your value proposition and it gets traction in the market. The start-up movement calls these problem-solution fit and product-market fi

Seek to identify four types of customer gains in terms of outcomes and benefits:

the tactical.

Undesired outcomes, problems, and characteristics