Summary
Highlights
The value proposition section, located on the left side of the canvas, describes the value offered to customers. It consists of three parts: products or services, pain relievers, and gain creators.
Products and services are what help customers complete their jobs. They only create value when related to customer jobs, gains, or pains, and their importance varies, with some being essential while others are merely 'nice to have'.
Pain relievers explain how products and services reduce or eliminate specific customer pains, such as annoyances experienced before, during, or after completing a job. Effective pain relievers focus on addressing crucial pains extremely well.
Gain creators describe how products and services generate expected, desired, or surprising outcomes and benefits for the customer. Like pain relievers, effective gain creators concentrate on significant gains that truly impact the customer.
After creating a value proposition, it's crucial to assess its 'fit' with the customer segment. Fit is achieved when the value proposition excites the customer by meeting their needs, addressing important jobs, pains, and gains. Great value propositions involve making strategic choices about which aspects to prioritize and which to let go, and finding and maintaining this fit is central to value proposition design.