In 30 seconds
- Two halves: the customer profile and the value map.
- Customer: jobs, pains, gains. Product: offers, pain relievers, gain creators.
- Fit happens when your offer addresses the most important jobs, pains and gains.
The two halves
| Customer profile | Value map |
|---|---|
| Jobs: what they're trying to get done | Products and services |
| Pains: frustrations and risks | Pain relievers |
| Gains: outcomes they want | Gain creators |
Alexander Osterwalder and colleagues created the canvas as a companion to the Business Model Canvas.
Filling it in
- Pick one customer segment or persona.
- Fill the customer profile from research.
- Rank jobs, pains and gains by importance.
- Map your product's pain relievers and gain creators against them.
Testing fit
Every important pain or gain should have a matching reliever or creator. Gaps are opportunities; offers that match nothing are candidates to cut. Test the assumptions with experiments.
Myth vs reality
Myth · Fill it from the team's opinions.
Reality · Use customer research where possible.
Myth · More features means better fit.
Reality · Fit is about addressing the most important needs.
Myth · One canvas covers all customers.
Reality · Make one per key segment.
FAQ
How is it different from the Business Model Canvas?
It zooms into the value proposition and customer segment blocks.
How long does it take?
A first draft often takes an hour or two.
When should we use it?
When shaping a new product or a major new capability.