Value Proposition Design
the tactical.
Alan Smith • Value Proposition Design
Pain severity A customer pain can be extreme or moderate, similar to how jobs can be important or insignificant to the customer.
Alan Smith • Value Proposition Design
Map the profile of one of your currently existing customer segments to practice using the customer profile. If you are working on a new idea, sketch out the customer segment you intend to create value for.
Alan Smith • Value Proposition Design
Ask “why” several times until you really understand your customers’ jobs to be done.
Alan Smith • Value Proposition Design
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?
Alan Smith • Value Proposition Design
propositions. For example, use one that targets the customer segment you profiled in the previous exercise. It’s easier to get started with an existing value proposition. However, if you don’t have one yet, sketch out how you intend to create value with a new idea. We will cover the creation of new value propositions more specifically later on in
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Two common illustrations of multiple fits are intermediary and platform business models.
Alan Smith • Value Proposition Design
The Environment Map helps you understand the context in which you create.
Alan Smith • Value Proposition Design
Required gains