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

Platforms function only when two or more actors interact and draw value within the same interdependent business model. Platforms are called double-sided when there are two such actors and multisided when there are more than two. A platform exists only when all sides are present in the model. Airbnb is an example of a double-sided platform. It is a

Distinguish between three main types of customer jobs to be done and supporting jobs: Functional jobs When your customers try to perform or complete a specific task or solve a specific problem, for example, mow the lawn, eat healthy as a consumer, write a report, or help clients as a professional. Social jobs When your customers want to look good

Ask “why” several times until you really understand your customers’ jobs to be done.

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

Check marks signify that products and services relieve pains or create gains and directly address one of the customers’ jobs, pains, or gains. Xs show which jobs, pains, and gains the value proposition does not address.

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.

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?

Expected gains These