Strategy
Value Proposition Canvas
The Value Proposition Canvas links your offering to real customer needs. Many products fail because teams build what *they* think is valuable, not what customers value. This canvas maps customer jobs, pains, and gains against your product's features. It reveals gaps before you ship.
Duration
2 hours
Group Size
4-8
Category
Strategy
Difficulty
Easy
Participants will:
- Map customer jobs, pains, and gains.
- Connect product features to customer needs.
- Identify mismatches between offering and customer priorities.
- Prioritize features based on customer value.
Participants will leave with:
- A completed Value Proposition Canvas.
- Identified gaps in product/market fit.
- Prioritized features based on customer value.
Teams often want to start with their product, but resist that urge. Begin with the customer for a more honest assessment. Vague pains and gains lead to vague insights. 'Users want it to be easier' isn't helpful. 'Users spend 20 minutes doing X manually' is better. Watch for features that don't connect to any customer pain or gain, as these might be legacy features or pet projects that need to be re-evaluated. The most valuable insights come from pains with no pain reliever and gains with no gain creator, which signal opportunities to build or a mismatch in customer segments.
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