Value Proposition Canvas
Osterwalder’s tool: two circles - a client profile and a value map, with the desired “fit” between them.
Value Proposition Canvas is a tool by Alex Osterwalder that looks like two circles. The left circle is your product (benefit factors, painkillers, products/services). Right - client profile (tasks, pains, benefits). “Fit” is achieved when the left circle exactly matches the right one. Simple, beautiful, difficult to do honestly.
The main problem in application: people fill out VPCs based on what they want to think about their client, and not on real data. The result is self-deception in the form of stickers on a board. The tool only works if the right circle is the result of real interviews, and not the fantasies of the product team in a brainstorm.
I use the VPC at the beginning of any new project as a diagnostic: I ask the client to fill it out themselves, and then compare it with what real customers say. The gap between the two versions is the task list for working on positioning.
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