{"id":751,"date":"2015-06-30T00:00:00","date_gmt":"2015-06-29T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/value-proposition-design-speed-summary\/"},"modified":"2019-11-19T16:32:58","modified_gmt":"2019-11-19T16:32:58","slug":"value-proposition-design-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/value-proposition-design-speed-summary\/","title":{"rendered":"Value Proposition Design [Speed Summary]"},"content":{"rendered":"<ul>\n<li><a href=\"http:\/\/www.amazon.co.uk\/Value-Proposition-Design-Customers-Strategyzer-ebook\/dp\/B00MI47IL0\">Value Proposition Design: How to Create Products and Services Customers Want<\/a><\/li>\n<li>Author: Alexander Osterwalder<\/li>\n<li>Publisher: \u00a0Wiley<\/li>\n<li>Publication date:\u00a02015<\/li>\n<\/ul>\n<p>What\u2019s your value proposition? How do you add value to consumers&#8217; lives? <a href=\"http:\/\/www.amazon.co.uk\/Value-Proposition-Design-Customers-Strategyzer-ebook\/dp\/B00MI47IL0\">Value Proposition Design<\/a> is the new hit framework\u00a0for <em>innovating products and services that people actually want because they are useful in helping them achieve what they want to achieve<\/em>.\u00a0Penned by Alexander Osterwalder, co-creator\u00a0of the popular <a href=\"https:\/\/en.wikipedia.org\/wiki\/Business_Model_Canvas\">Business Model Canvas<\/a>, Value Proposition Design is not so much a book, but a multimedia set\u00a0of practical (downloadable) templates and exercises built around a &#8216;<strong>Value Proposition Canvas<\/strong>&#8216; (VPC) that will\u00a0help you develop\u00a0a compelling value proposition capable of\u00a0winning hearts, minds and wallets.<\/p>\n<h3>Value-Based Innovation<\/h3>\n<p>There&#8217;s no theory in Value Proposition Design, it&#8217;s pure application for\u00a0front-line innovation practitioners. \u00a0That said, the Value Proposition Canvas is built around a big idea; that successful innovation is all about creating value though utility &#8211;\u00a0helping people\u00a0achieve what they want to get done in their work and\u00a0life. It&#8217;s not about technology, trends or products; it&#8217;s about helping people get stuff done. \u00a0In other words successful\u00a0innovation is\u00a0about creating a fit between the jobs people want getting done and what you sell. In short, <em>Value Proposition Design is about achieving product-market fit<\/em>. In this vision of value-based innovation, <strong>products and services only have value to the degree they assist in helping people get their job(s) done<\/strong>.<\/p>\n<h3>The Value Proposition Canvas (VPC)<\/h3>\n<p>At the heart of\u00a0Value Proposition Design is the Value Proposition Canvas, a simple template with made up of two sections\u00a0that will help you\u00a0specify a compelling value proposition (and that can be slotted into the Business Model Canvas if desired)<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3471\" src=\"\/wp-content\/uploads\/2019\/11\/Value-Propostition-Canvas.png\" alt=\"Value Propostition Canvas\" width=\"4961\" height=\"3508\" \/><\/p>\n<p>Customer Segment Section (Right hand &#8211; fill this out first)<\/p>\n<ol>\n<li><strong>Customer Jobs &#8211;<\/strong>\u00a0List here the key tasks your target customers have to complete. \u00a0Think more broadly than functional jobs\u00a0(e.g. eat healthily) and include\u00a0social jobs (relationships) &#8211; such as looking good, fitting in or exercising power, and emotional jobs (feelings) &#8211; such as feeling safe and secure. Rank the jobs to be done by importance.<\/li>\n<li><strong>Customer Pains &#8211;<\/strong>\u00a0 List here the\u00a0pains people experience in getting their jobs done, pain points that annoy before, during, and after trying to get a job done, including risks of bad outcomes and obstacles to getting a job done. Rank the pains by severity<\/li>\n<li><strong>Customer Gains &#8211;<\/strong>\u00a0List the\u00a0gains that people require, expect or desire from getting a job done. These gains may be functional (utility), social, emotional, or financial. Rank these gains by relevance to the target segment<\/li>\n<\/ol>\n<p>Value Map Section (Left hand)<\/p>\n<ol start=\"4\">\n<li><strong>Pain Relievers &#8211;<\/strong> List here how you could alleviate specific customer pains identified in (2). Pain relievers 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<\/li>\n<li><strong>Gain Creators &#8211;<\/strong> List here the ways you could\u00a0create the customer gains identified in (3). Gain creators 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<\/li>\n<li><strong>Product(s)\/Service(s) &#8211;<\/strong> Finally, list product or service ideas that map to the customer jobs in (1), or in the case of a single product or service innovation project, attributes and features that could help people get their most important jobs done, alleviative the most pain, and create the most gains<\/li>\n<\/ol>\n<p>Once you have completed the VPC, you&#8217;ll have a new\u00a0value-based understanding of your\u00a0customers and your\u00a0innovation opportunities. Together, these will allow you to begin experiment with new value propositions that offer real value, and then prototype those that have the most promise to deliver the most value.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3469\" src=\"\/wp-content\/uploads\/2019\/11\/screenshot_10282.png\" alt=\"screenshot_1028\" width=\"2028\" height=\"1514\" \/><\/p>\n<h3>Valuable Value Propositions<\/h3>\n<p>Value Proposition Design includes a battery of tests and exercises to create, refine and test your value proposition, but the book also outlines\u00a010 criteria for a valuable value proposition that will create value for consumers, and capture value for you.<\/p>\n<p><em><strong>Great Value Propositions&#8230;<\/strong><\/em><\/p>\n<ol>\n<li>Focus on the jobs, pains, and gains that matter most to customers<\/li>\n<li>Focus on unsatisfied jobs, unresolved pains, and unrealized gains<\/li>\n<li>Target few jobs, pains, and gains, but do so extremely well<\/li>\n<li>Go beyond functional jobs and address emotional and social jobs<\/li>\n<li>Align with how customers measure success<\/li>\n<li>Focus on jobs, pains, and gains that a lot of people have or that some will pay a lot of money for<\/li>\n<li>Differentiate from competition on jobs, pains, and gains that customers care about<\/li>\n<li>Outperform competition substantially on at least one dimension<\/li>\n<li>Are difficult to copy<\/li>\n<li>Are embedded in great business models<\/li>\n<\/ol>\n<h3>The Brand Genetics Take<\/h3>\n<p>We like Value Proposition Design\u00a0because it forces innovators to focus on the &#8216;use\u00a0value&#8217; of what they are creating, and\u00a0thus assess whether\u00a0there is a genuine market for a product or service (product-market fit). \u00a0 The VPC\u00a0is simple to the point of simplistic, but in a world or arcane theory and obscure processes, the Value Proposition Canvas is refreshing in its clarity. Beyond the canvas, we liked a number of practical innovation tools offered to help identify, refine and test value propositions<\/p>\n<ul>\n<li><strong>Product Box &#8211;\u00a0<\/strong>Invite customers to a workshop. Give them a cardboard box and ask them to literally design a product box that they would buy. The box should feature the key marketing messages, main features, and key benefits that they would expect from your value proposition. This will help you understand your customers\u2019 jobs, pains, and gains and the value propositions they\u2019d like, and what really matters to them<\/li>\n<li><strong>Speed Boat &#8211;\u00a0<\/strong>Prepare a large poster with a speedboat floating at sea and invite customers to explicitly state the problems, obstacles, and risks that are holding them back from successfully performing their jobs to be done by using the analogy of a speed boat held back by anchors. Ask them to place each sticky as anchors to the boat\u2014the lower the anchor, the more extreme the pain. This will help you identify the most extreme pains holding customers back from completing their jobs to be done.<\/li>\n<\/ul>\n<p>Likewise, we\u2019ve found the Value Proposition &#8216;Test Card&#8217; and &#8216;Learning Card&#8217; to be both\u00a0elegant in their simplicity, and\u00a0highly useful\u00a0in real-life practice. \u00a0Overall,\u00a0Value Proposition Design and the Value Proposition Canvas offer a powerful framework for doing value-based innovation. \u00a0Thoroughly recommended.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3474\" src=\"\/wp-content\/uploads\/2019\/11\/Learning-Card.jpg\" alt=\"Learning Card\" width=\"1240\" height=\"1748\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-3475\" src=\"\/wp-content\/uploads\/2019\/11\/Test-Card.jpg\" alt=\"Test Card\" width=\"1240\" height=\"1748\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Value Proposition Design: How to Create Products and Services Customers Want Author: Alexander Osterwalder Publisher: \u00a0Wiley Publication date:\u00a02015 What\u2019s your value proposition? How do you add value to consumers&#8217; lives? Value Proposition Design is the new hit framework\u00a0for innovating products and services that people actually want because they are useful in helping them achieve what [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":756,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Value Proposition Design [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/value-proposition-design-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Value Proposition Design [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Value Proposition Design: How to Create Products and Services Customers Want Author: Alexander Osterwalder Publisher: \u00a0Wiley Publication date:\u00a02015 What\u2019s your value proposition? 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