Before you design your value proposition, however, take the time to review ten of the characteristics that make great value propositions outlined in the book: Great value propositions are embedded in all great business models. In our summary of Value Proposition Design, you’ll learn how to create value propositions customers can’t resist. It explains how to use the “Value Proposition Canvas” a practical tool to design, test, create, and manage products and services customers actually want. Value Proposition Design includes a battery of tests and exercises to create, refine and test your value proposition, but the book also outlines 10 criteria for a valuable value proposition that will create value for consumers, and capture value for you. Beyond the canvas, we liked a number of practical innovation tools offered to help identify, refine and test value propositions. A value proposition is a declarative statement that explains why a customer should purchase your product or service. Customer Jobs – List here the key tasks your target customers have to complete. In this article, I’m analyzing some value propositions of Amazon. There’s no theory in Value Proposition Design, it’s pure application for front-line innovation practitioners. That said, the Value Proposition Canvas is built around a big idea; that successful innovation is all about creating value though utility – helping people achieve what they want to get done in their work and life. Value Proposition Design (2014) is a comprehensive guide to designing compelling products and services. In short, Value Proposition Design is about achieving product-market fit. Value Proposition Design shows you how to use the Proposition Canvas to Design and Test great value sitions in an iterative search for what customers wa proposition design is a never-ending process in whic need to Evolve your value proposition(s) constantly it relevant to customers. However, coming up a product that helps customers complete these jobs and tasks is only the beginning. The Value Proposition Canvas is a tool developed by Alex Osterwalder at Strategyzer which can be applied to understand your customers’ needs, and design products and services they want. In this vision of value-based innovation, products and services only have value to the degree they assist in helping people get their job(s) done. After listening to this summary, you’ll understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. It’s not about technology, trends or products; it’s about helping people get stuff done. You’ll learn the simple but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers’ needs and desires. “Hey, we have high quality graphic tees. A core challenge of every business is to create compelling products and services customers want to buy. 3 minute read, Value Proposition Design: How to Create Products and Services Customers Want, Focus on the jobs, pains, and gains that matter most to customers, Focus on unsatisfied jobs, unresolved pains, and unrealized gains, Target few jobs, pains, and gains, but do so extremely well, Go beyond functional jobs and address emotional and social jobs, Focus on jobs, pains, and gains that a lot of people have or that some will pay a lot of money for, Differentiate from competition on jobs, pains, and gains that customers care about, Outperform competition substantially on at least one dimension. It's value comes primarily from connecting the Jobs-To-Be-Done theory with the Business Model Canvas: understand the customer's JTBD, the pains and gains, and then design the value proposition based on the list of products and services you create, combined with the benefits coming from creating the gains and alleviating the pains identified.