The Value Proposition Canvas

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

Why use the Value Proposition Canvas?


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.


Visualize the value you create

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


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