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10 Characteristics of Great Value Propositions

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Follow these 10 simple guidelines to develop great value propositions

1. Are embedded in great business models

4. Target few jobs, pains, and gains, but do so extremely well

7. Focus on jobs, pains, and gains that a lot of people have or that some will pay a lot of money for

10. Are difficult to copy

2. Focus on the jobs, pains, and gains that matter most to customers

5. Go beyond functional jobs and address emotionaland social jobs

8. Differentiate from competition on jobs, pains, and gains that customers care about

3. Focus on unsatisfied
jobs, unresolved pains, 
and unrealized gains

6. Align with how customers measure success

9. Outperform competition substantially on at least one dimension

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