Proposition
Avoid wasting time with ideas that won’t work. Ship products people actually want.
Use this powerful tool to identify your audience's most pressing needs, and align them precisely with your product and service offerings. With this tool, you'll be able to:
1/ Identify potential audiences that are a perfect fit for you and the value you want to offer. You won’t waste time guessing or chasing the wrong people. You’ll know exactly who to target, and how to create offers they can’t resist.
2/ Uncover the deep, visceral desires that motivate people to take action, moving beyond surface-level needs to create offers that truly resonate. You’ll understand the psychology of buying behavior, and how to tap into the emotional triggers that drive people to buy.
3/ Unearth the functional, social, and emotional needs and desires that drive purchasing decisions, allowing you to create high-performance offers that deeply resonate with your audience. Your offers will no longer be a collection of random features and benefits.
Full credits: this tool is entirely based on Strategyzer's brilliant Value Proposition Design Canvas.
Learn how to best use this framework in 3 steps:
Step 1 (~3 mins)
Watch this 3-min explanation by Strategyzer. This will give you a quick overview of the framework.
You'll recognize how the tool helps you create products & services that customers want.
Step 2 (~90 mins)
This is highly recommended.
Go through the 'Introduction to Value Proposition Canvas' course.
For free access, sign up for a free sampler on this page.
P.S. Before you start mapping out your canvas, read this quick instruction manual by Strategyzer. Oh, and you can download the complete canvas by Strategyzer here.
Note: We are not affiliated with or related to Strategyzer AG in any way. We simply love their work enough to create a tool for ourselves and other marketers, business owners, and copywriters.
Customer Profile
Customer Jobs
Jobs are the tasks your customers are trying to complete, problems they're trying to solve, or needs they want to satisfy. These come in three types: functional (like making a presentation), social (like looking professional), and emotional (like feeling secure at work).
Functional Jobs
What are the tasks your customer needs to complete? What are the problems they need to solve? What are the needs they need to meet?
Social Jobs
How do your customers want to be seen by others?
Emotional Jobs
What specific emotional states are your customers seeking?
Priority Order
Drag the most important jobs here to create your priority list ✨
Pains
Pains describe anything that annoys your customers before, during, and after trying to get a job done or simply prevents them from getting a job done. Pains also describe risks, that is, potential bad outcomes, related to getting a job done badly or not at all.
💡 Pro tip: Get specific about Pains. Instead of "The software is frustrating to use," dig deeper: "The clunky interface makes it frustrating to use."
What frustrations or problems does your customer face?
Gains
Gains describe the outcomes and benefits your customers want. Some gains are required, expected, or desired by customers, and some would surprise them. Gains include functional utility, social gains, positive emotions, and cost savings.
💡 Pro tip: Get specific about Gains. Instead of "better performance," dig deeper: "processing speed under 5 seconds."
What benefits or positive outcomes does your customer desire?
Value Proposition
Products & Services
These are the items and activities you offer that help your customers complete their jobs. These can be physical goods (like a laptop) to digital products (like an app), services (like customer support), and subscriptions (like ongoing maintenance).
💡 Pro tip: List all your offerings, even the obvious ones.
List all the products and services your value proposition is built around.
Pain Relievers
Pain relievers describe how exactly your products and services alleviate specific customer pains. They explicitly outline how you intend to eliminate or reduce some of the things that annoy your customers before, during, or after they are trying to complete a job or that prevent them from doing so.
💡 Pro tip: Focus on the most severe pains first.
How do your products and services alleviate customer pains?
Gain Creators
Gain Creators describe how your products and services create customer gains. They explicitly outline how you intend to produce outcomes and benefits that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings.
💡 Pro tip: Match gain creators to specific customer gains. Instead of "increases efficiency," specify "reduces presentation creation time from 2 hours to 20 minutes."
How do your products and services create customer gains?