The Business Model Canvas [Insert internal link to page] is a simple tool that can be very powerful. At the centre of the canvas is the Value Proposition, a hub around which the other elements of the canvas turn. However, being able to articulate a clear Value Proposition is challenging, and Strategyzer have recognised this challenge and developed a specific canvas for the Value Proposition. 

 

The canvas uses the Jobs to be Done (JtbD)framework. The JtbD framework asks us to consider what people are trying to achieve, effectively there needs, and how you help them meet those needs. The sometimes-throwaway description of Jobs to be Done, people do not buy drills they buy holes is useful here as it asks you to think through what are the jobs a person is trying to do. 

 

At EBN for us when we use the Value Proposition we always start with those Jobs, with a granular understanding of who (the population), the jobs they are trying to accomplish, the difficulties or pains they encounter (problems), and the gains or positives that emerge. Then we encourage people to turn to the solution space, to think through the pains that might be addressed, the gains that might be made as part of framing a solution. 

 

We do not treat these as a mirror, do not be tempted to add a pain, and then a pain reliever, instead we ask people to look at the jobs, the needs of the person, critically examine the production solution space and then assess whether there is a potential fit. 

 

There is more information including resources from Strategyzer here, the key thing to remember, is start with the circle, then work on the square, and finally you are not balancing both sides, you are critically assessing the strategic fit.