The Value Proposition Canvas
Map what customers are trying to get done, what gets in their way, and what they want to achieve. Then design an offer that fits their needs.
The playbooks show you how to put it into practice.
A canvas alone isn't a strategy
A great tool is just the starting point.
Downloading a Strategyzer tool gives you a practical starting point you can use today. The real value comes from knowing when to use it, how to use it well, and what to do next. That’s what Strategyzer Playbooks are for.
Guided methods
Step-by-step guidance for applying Strategyzer’s methods with your team, instead of just filling in a static template on your own.
The full Strategyzer toolkit
The Business Model Canvas, the Value Proposition Canvas, the Testing Card, the Portfolio Map, and more: Strategyzer’s full library of interconnected tools and methods, ready to use.
Ready-to-run sessions
Facilitation guides, agendas, and digital whiteboards so you can run a session with your team this week, not next quarter.
About the Value Proposition Canvas
Design the offer customers would choose
Why use the Value Proposition Canvas?
Precisely define your customer profiles
Describe one customer segment: the jobs they are trying to get done, the pains they hit along the way, and the gains they are after.
Visualize the value you create
List what you offer, then name the pains it relieves and the gains it creates.
Achieve product-market fit
Fit is a claim until customers confirm it. Test the matches you drew against evidence, then adjust.
The Value Proposition Canvas explained
A quick overview of the Value Proposition Canvas, a tool for leadership and GTM teams, product owners, and value creators.
See what a playbook actually looks like
A playbook is not a course, a template pack, or a consulting engagement. It’s guided work that takes your team through a proven Strategyzer method one step at a time.
See Strategyzer Playbooks in action
You have the tool.
Here's what teams do next
Each one is a session you can run with your team this week,
with the agenda and whiteboard included.
10x your value proposition
An interactive Strategyzer workspace that guides you through 6 value proposition patterns and the Value Stack tool to build a superior, customer-centric value proposition.
Map out your value proposition canvas with AI
Map out how you create value for customers by combining the Value Proposition Canvas with built-in AI tools to generate customer profiles and value maps.
Download the Value Proposition Canvas template
Get the official Strategyzer template, ready to use with your team.
- High-resolution PDF, ready to print and put on the wall
- Built for workshops, team sessions, and individual brainstorming
- Easy to use, whether you’re starting from scratch or refining an existing offer
- Free to download and share with your team
Map what customers are trying to achieve, uncover their pains and gains, and design a value proposition that fits.