Value Proposition Design

Unexpected gains

depending on how much say they have in the decision and purchase process. Saboteurs The people and groups who can obstruct or derail the process of searching, evaluating, and purchasing a product or a service. Decision makers typically sit inside the customer’s organization, whereas Influencers, recommenders, economic buyers, end users, and saboteu

The Environment Map helps you understand the context in which you create.

1. Problem-Solution Fit Problem-solution fit takes place when you Have evidence that customers care about certain jobs, pains, and gains. Designed a value proposition that addresses those jobs, pains, and gains. At this stage you don’t yet have evidence that customers actually care about your value proposition. This is when you strive to identify the

Desired gains

As with pains, it’s better to describe gains as concretely as possible to clearly differentiate jobs, pains, and gains from one another. Ask how much they’d expect or dream of when

If a pain reliever or gain creator doesn’t fit anything, it may not be creating customer value. Don’t worry if you haven’t checked all pains/gains–you can’t satisfy them all. Ask yourself, how well does your value proposition really fit your customer?

Value propositions to the consumer may also involve several stakeholders in the search, evaluation, purchase, and use of a product or service. For example, consider a family that intends to buy a game console. In this situation, there is also a difference between the economic buyer, the influencer, the decision maker, the users, and the saboteurs.

Undesired outcomes, problems, and characteristics