The Value Proposition Canvas - Canvas
The Value Proposition Canvas - Canvas

Why use the Value Proposition Canvas?

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Precisely define your customer profiles

Identify your customer's major Jobs-to-be-done, the pains they face when trying to accomplish their Jobs-to-be-done and the gains they perceive by getting their jobs done.

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Visualize the value you create

Define the most important components of your offering, how you relieve pain and create gains for your customers.

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Achieve Product-Market fit

Adjust your Value Proposition based on the insights you gained from customer evidence and achieve Product-Market fit.

Value Proposition Canvas Explained

A 2 minute overview of the Value Proposition Canvas, a tool for marketing experts, product owners, and value creators. This method from the bestselling innovation book Value Proposition Design is applied in leading organizations and start-ups worldwide.

Mastering Value Propositions

An online course that includes 8+ hours of high-quality videos and exercises to learn how to design value propositions that your customers want.

Learn more and preview

Online Learning