Note:
The Value Proposition Canvas is a time tested tool developed by the strategy firm Strategyzer. This is an essential place to start when figuring out if you really understand what you're building, who it's for, and why it matters.
Customers are only going to purchase a product which has a clear Value Proposition. These customers, whether an individual in the context of their every day life, or representing an institution, need solutions to solve problems. They have jobs which need to be done, perceived gains, and perceived pains.
To win with a customer you need to understand how your product or service accomplishes a job for them while providing gains and relieving pains. Once you have a clear understanding of your proposed Value Proposition you then move on to define the Differentiated Value in the context of the market and competition.
