Value prop canvas
Really understand your customers, including their jobs to be done, pains, and gains, as well as your offer to them. Developed by Alex Osterwalder at Strategyzer.
What it is
The Value Proposition Canvas, developed by Alexander Osterwalder at Strategyzer, zooms in on the most important connection in any business model: the fit between your customer and your offer. One side profiles the customer: their jobs to be done, their pains and their hoped-for gains. The other side maps your value: the products and services you offer, the pain relievers and the gain creators.
What you use it for
Use it whenever you need to sharpen what you actually offer and to whom: designing a new proposition, repositioning an existing one, or diagnosing why customers are not buying. Fit between the two sides is the goal, and the canvas makes any mismatch visible: pains you do not relieve, gains you do not create, and features nobody asked for.
How to work with it
Always start on the customer side, and fill it with evidence from real conversations rather than wishful thinking. Rank the jobs, pains and gains by how much they matter to the customer. Then, and only then, design the value side against the top of that ranking. The discipline of the sequence is the whole point: offer follows customer, never the other way around.
Free to download, print and use. Helping people help themselves starts with the tools to do it.
Want this canvasworking for you?
Explore the possibilities with Patrick van der Pijl and the BMI team. Every big shift starts with a conversation.