How to Use a Value Proposition Canvas

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The value proposition canvas consists of two parts – a customer profile and your offering. The customer profile depicts the customer’s jobs (tasks), the benefits they seek, and their pain points. Your offering depicts the products and services you offer the customer and how you offer to alleviate their pain and create value.

When these two parts are in sync, you have product-market fit.

This tool is inspired by theories created by Clayton M. Christensen, an HBS professor and disruptive innovation expert who is one of the most influential business theorists in the world. Below you can read his explanation of the JTBD methodology.

Clayton's article, "Know Your Customers' JTBDs" provides switzerland mobile database additional information to help you better understand this concept and get you closer to finding the job that needs to be done for your customers.

This tool will help you gain a complete understanding of how a specific customer segment feels about a value proposition and therefore help you make better decisions.

Questions you need to ask
Once you have downloaded all the tools, you need to create a customer profile by asking questions of yourself, your colleagues, and your customers.

The questions are divided into three sections: Customer Jobs, Gains, and Pains. I encourage you to print out the Value Proposition Canvas, grab some pens and lots of sticky notes, and invite your colleagues to participate in this exercise.

Start writing down what you think the client's work, pain, and gain on sticky notes. Make sure each note only has ONE thing written on it. You'll likely create 30-50 different notes once you get started. Put sticky notes on each section to neatly separate the work, pain, and gain.

When you're done, take all of your "customer service" notes and sort them in order of importance. Do the same with "benefits" and "pains."