Map out your customer profile with AI

Accelerate your customer discovery with AI. Learn how to map, structure, and refine high-precision Customer Profiles, turning unverified market assumptions into clear, evidence-backed insights on customer jobs, pains, and gains in a fraction of the time.

  • Step through a guided process to map out customer value using the Value Proposition Canvas
  • Stop over-focusing on product features and shift your focus to what customers actually care about
  • Complete a verified Customer Profile detailing your target audience’s critical jobs, pains, and gains
  • Build a clear Value Map that articulates exactly how your products and services solve customer problems
Everything included · One subscription at $299 · 14-day money-back guarantee
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Strategyzer Playbooks turn the insights from our bestselling books and global expertise, trusted by millions, into action-ready framework and toolkit for teams.

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Expected outcomes

What you’ll achieve with this playbook

A completed customer profile of your customer's jobs, pains, and gains

  • Map critical jobs: Capture the functional, social, and emotional tasks your target audience is trying to perform
  • Isolate real pains: Identify the key frustrations, risks, and obstacles that hold your customers back
  • Identify key gains: Pinpoint the concrete benefits, expectations, and desired outcomes that delight your customers
  • Eliminate guesswork: Replace internal team assumptions with a structured, verified baseline built on real customer context

This playbook guides you step by step to map the customer profile (right-hand side of the Value Proposition Canvas) with precision, moving your team from internal product assumptions to an evidence-based foundation of customer needs.

A value map of how you create value for customers (the left hand side of the value proposition canvas)

  • Define product capabilities: Outline the specific products, services, and features that form the core of your offer
  • Map pain relievers: Articulate precisely how your offer eliminates customer frustrations, obstacles, and risks
  • Map gain creators: Detail how your solution delivers tangible benefits and produces outcomes your customers care about
  • Align value with demand: Connect your offerings directly to verified customer needs to eliminate low-value features

This playbook helps you systematically map the left-hand side of the Value Proposition Canvas, articulating exactly how your products and services relieve customer pains and create meaningful gains.

A deeper understanding of customer value creation

  • Shift organizational focus: Transition your team's mindset from building product features to solving real customer problems
  • Build a shared language: Establish a clear, consistent terminology for customer value across product, marketing, and sales teams
  • Accelerate strategic alignment: Stop endless internal debates by using a visual framework to validate strategic choices
  • Drive repeatable success: Equip your organization with a scalable framework for evaluating and launching future value propositions

This playbook embeds a repeatable, customer-centric framework across your team, shifting your culture away from internal feature debates toward evidence-based value creation.

  • Map critical jobs: Capture the functional, social, and emotional tasks your target audience is trying to perform
  • Isolate real pains: Identify the key frustrations, risks, and obstacles that hold your customers back
  • Identify key gains: Pinpoint the concrete benefits, expectations, and desired outcomes that delight your customers
  • Eliminate guesswork: Replace internal team assumptions with a structured, verified baseline built on real customer context

This playbook guides you step by step to map the customer profile (right-hand side of the Value Proposition Canvas) with precision, moving your team from internal product assumptions to an evidence-based foundation of customer needs.

  • Define product capabilities: Outline the specific products, services, and features that form the core of your offer
  • Map pain relievers: Articulate precisely how your offer eliminates customer frustrations, obstacles, and risks
  • Map gain creators: Detail how your solution delivers tangible benefits and produces outcomes your customers care about
  • Align value with demand: Connect your offerings directly to verified customer needs to eliminate low-value features

This playbook helps you systematically map the left-hand side of the Value Proposition Canvas, articulating exactly how your products and services relieve customer pains and create meaningful gains.

  • Shift organizational focus: Transition your team's mindset from building product features to solving real customer problems
  • Build a shared language: Establish a clear, consistent terminology for customer value across product, marketing, and sales teams
  • Accelerate strategic alignment: Stop endless internal debates by using a visual framework to validate strategic choices
  • Drive repeatable success: Equip your organization with a scalable framework for evaluating and launching future value propositions

This playbook embeds a repeatable, customer-centric framework across your team, shifting your culture away from internal feature debates toward evidence-based value creation.

How do Strategyzer playbooks work

Transformation that
delivers measurable results

Get the best of consulting, software, and e-learning all in one without the downsides. Strategyzer Playbooks guide you step-by-step with proven tools inside a software platform designed for collaboration, repeatability, and progress tracking. Get tangible results faster by learning and transforming as you work as a team.

Work on outcome-oriented actions

Our playbooks are designed to achieve tangible outcomes, not just learning. We don't teach you concepts. We help you drive tangible progress on real business challenges.

Be supported every step
of the way

Everybody hates theory overload. That's why we provide you with a structured and proven path to results. No need to translate concepts into practice. We guide you with actions that work.

A turnkey solution

Content, workflow, visual workspaces, and outcomes are all built in. Don't waste months on training. Just run the playbook and create impact. Our platform does
the heavy lifting.

Work better together

The magic happens when cross-functional teams work on the same problem, with the same process and language. Our playbooks get you aligned and make outcomes everyone's business.

Expected Timeline

Master the fundamentals in 3 hours, drive results all year

1st hour

Get started fast

  • Get started fast with a brief introduction to the Customer Profile
  • Skip the steep learning curve with a pre-structured Value Proposition Canvas workflow ready to go
  • Use guided AI prompts to rapidly generate initial customer hypotheses and eliminate blank-canvas paralysis

Hour 2

Refine and validate

  • Refine and prioritize your customer profile entries with AI-driven synthesis to focus on what matters most
  • Map high-value customer gains and concrete outcomes to understand what true success looks like for them
  • Isolate critical customer pains and obstacles, leveraging AI to uncover latent friction points
  • Uncover hidden functional, social, and emotional customer jobs using targeted prompt frameworks
Day 15-365

Create lasting impact

  • Over the next year, embed your validated Value Proposition Canvas into core workflows to keep teams aligned and continuously adapt as market demands evolve
  • Leverage AI workflows to continuously update your Value Maps as customer behaviors and market conditions shift
  • Scale evidence-backed decision-making across your organization, ensuring every new feature directly targets verified customer needs
Who is it for

This playbook is perfect for

Executives and leadership teams

Establish clarity and cross-functional alignment around the business model to foster effective collaboration.

Go-to-market leader and teams

Who wants to turn complex strategies into clear actions that drive measurable results.

Innovation manager and teams

Move beyond incremental innovation towards business model innovation. 

USE CASES

Where business model thinking changes the game

Four high-impact situations where applying this playbook transforms uncertainty into clarity, alignment, and measurable results.

Defend vs. disruptors

A new entrant threatens your core business model. Map their advantage and why customers switch. Redesign your model before market share erodes.

Respond to shifts

Regulations change or customer behaviour shifts. Quickly assess which parts of your model break. Redesign to maintain momentum through disruption.

Launch new ventures

Design and test multiple models before committing. De-risk early decisions and align leadership. Launch with evidence instead of assumptions.

Enter new markets

Map what needs to adapt when you expand. Assess pricing, channels, partnerships, and costs. Ensure your model succeeds in the new context.

playbook overview

At a glance

Delivered

  • Self-guided: work through the playbook at your own pace, individually or as a team, whenever you're online. The intuitive platform brings together all our frameworks and guided methods to help you design, test, and scale business models that create real business impact.
  • Or remote / in-person workshops: delivered through executive offsites, strategy retreats, leadership meetings, kick-offs, planning meetings, corporate trainings, or growth workshops
  • Self-guided: work through the playbook at your own pace, individually or as a team, whenever you're online. The intuitive platform brings together all our frameworks and guided methods to help you design, test, and scale business models that create real business impact.
  • Or remote / in-person workshops: delivered through executive offsites, strategy retreats, leadership meetings, kick-offs, planning meetings, corporate trainings, or growth workshops

For who

  • Business leaders: master and apply the Strategyzer methods individually, then lead your team through the workflow.
  • Teams: the most effective way to master playbooks, align fast, and achieve results together. You can directly collaborate on platform (recommended)
  • Business leaders: master and apply the Strategyzer methods individually, then lead your team through the workflow.
  • Teams: the most effective way to master playbooks, align fast, and achieve results together. You can directly collaborate on platform (recommended)

Recommend time

  • Self-guided: 1h / week for 3 weeks directly on the platform
  • Or remote / in-person workshops: 2-4h workshop
  • Putting it into practice: after completing the playbook, continue applying the methodology year-round through guided workflows on the platform, this ongoing practice is what drives real results
  • Self-guided: 1h / week for 3 weeks directly on the platform
  • Or remote / in-person workshops: 2-4h workshop
  • Putting it into practice: after completing the playbook, continue applying the methodology year-round through guided workflows on the platform, this ongoing practice is what drives real results

Price starting at

  • $25/month ($299 billed yearly + tax) instead of $50/ month
  • Team / company license available
  • $25/month ($299 billed yearly + tax) instead of $50/ month
  • Team / company license available

Availability

  • Playbook is already available for self-service. Start today, without credit card, upgrade later
  • Contact us for a team access or an in-person workshop
  • Playbook is already available for self-service. Start today, without credit card, upgrade later
  • Contact us for a team access or an in-person workshop
See it in Action

Alex Osterwalder walks through a playbook

Play

Strategyzer playbooks turn proven methods into action. Instead of just teaching concepts, they guide you step-by-step with interactive workspaces, smart tools, and AI support. Move fast from theory to results, reusing assets and driving real progress on your toughest business challenges.

Proven methods to run strategic work and grow

Choose what fits you and your team. From self-serve playbooks to facilitated workshops and custom projects.

Individual access

Practical tools you can use right away. Learn Fast. Apply Immediately. A flexible, on-demand experience to build capabilities at your pace and drive real results.

$25/month
$50
$299 billed yearly + tax

Complete playbook library

Unlimited projects and workshops

All future playbooks included

Unlock exclusive webinars, private events, and live coaching sessions

Self-paced and available anytime

14-day money-back guarantee

Team access

Equip your team with practical tools they can use right away. Build shared language, alignment, and capabilities. Drive coordinated action and real impact at your pace.

Upon request

All from "individual access""

Team collaboration features

Track individual and team progress

Playbooks facilitated by expert on-site or virtually

Enterprise

Scale capabilities across your organisation with practical tools that everybody can apply immediately. No trade-offs, just quality, results, and lasting change across your organization.

Upon request

All from "team access"

Company wide access

Custom playbooks

Discover how to get your playbook reimbursed

Many companies provide innovation tools, theoretical knowledge, and training programs. What sets Strategyzer apart is the way they blend all these elements into an actionable format. This approach helps you take concrete steps and start doing, rather than wasting valuable time figuring out how to begin.

Ignacio Ipharraguerre
Ignacio Ipharraguerre
VP Research & Innovation

The solution helps us de-risk ideas from a consumer standpoint but also make sure that what we are working on can make a profit. These experiments help to prove there is market desirability.

Brian Rice
Brian Rice
Head of Innovation

Thanks to Strategyzer, we’ve been able to acquire proven methods and established innovation management processes fast, so we didn’t have to reinvent everything from scratch.

Antonis Hadjiantonis
Antonis Hadjiantonis
Innovation Director
#1
Most popular tool to learn innovation & entrepreneurship
200k+
Companies guided by Strategyzer frameworks
Top 10
Most cited business 
book of all time 
(Financial Times)
178+
Countries where our processes help empower teams

These are the questions we get asked a lot

Can my company reimburse the cost of a Strategyzer Playbook?

Yes. Many of our customers successfully secure reimbursement or direct payment from their employers. Companies often cover Strategyzer Playbooks through Executive Team support, Learning & Development, Innovation, or departmental budgets because the methods directly support capability building, strategy execution, and growth. We even provide templates and guidance to help you make the case internally, showing how the investment reduces risk, accelerates innovation, and creates measurable business outcomes. Learn more

What business challenges can Strategyzer playbooks help solve?

Strategyzer playbooks directly address the tough business challenges you're facing right now:

  • Teams that aren't sufficiently customer-centric
  • Difficulty articulating offers and value propositions that truly resonate with customers
  • Pricing strategies that feel off or aren't optimized
  • Misalignment between sales, marketing, and product teams
  • Innovation efforts that aren't delivering the results you've hoped for

Rather than offering abstract theory, we focus on creating traction—real sales, revenues, margins, and profits. Our playbooks translate over a decade of experience helping teams solve real business challenges into practical tools you can apply immediately.

Who should participate in Strategyzer playbooks?

Our playbooks are designed for diverse roles across your organization—executive teams, business leaders, innovation teams, marketing, sales, product management, strategy, and even finance professionals.

The common thread is a willingness to embrace a more innovative and experimental approach to growing revenue. Cross-functional participation often yields the strongest results, as it creates alignment around customer needs and builds a shared language for innovation across your organization.

We've found that the most successful implementations include both decision-makers and the teams responsible for execution.

How do we measure the ROI of this playbook?

Measuring innovation ROI is a common challenge we help teams overcome. Our playbook establishes clear metrics from the start, focused on three areas:

  1. Learning outcomes: Practical skills and frameworks your team can apply immediately
  2. Process improvements: Faster decision-making, reduced waste, and clearer direction
  3. Business results: New revenue streams, cost savings, and strategic advantages

We've seen clients achieve remarkable returns—from developing entirely new business lines to dramatically reducing time-to-market for innovations. The key is establishing the right metrics for your specific goals, which we'll help you define.

What matters most is traction—generating real sales, revenues, margins, and profits from your innovation efforts. Our playbooks are structured to track progress toward these tangible results.

How quickly can we expect to see results?

Unlike traditional training that takes months or years to translate into business impact, our playbooks are designed for immediate application. You'll learn the essentials and apply them to your real business challenges from day one.

Many clients see initial traction within weeks—whether that's improved team alignment, clearer value propositions, or more customer-centric offers. More substantial business results typically emerge within 3-6 months as your teams implement and refine their approaches.

The playbooks include built-in progress tracking so you can measure improvements as they happen.

How do we convince skeptical leaders to support this initiative?

This is precisely the challenge our "diplomat" clients face daily. We understand the delicate balance of driving innovation teams while convincing leadership of the value.

Skeptical leaders are often persuaded by case studies, data and facts showing how similar organisations have benefited. We provide you with evidence-based arguments and frameworks specifically designed to help you make the business case for innovation.

Many of our most successful clients began with skeptical leadership that later became champions once they saw the early, tangible results from our structured approach.

The key is framing the conversation around business outcomes—not innovation for innovation's sake, but innovation as a means to drive sales, revenues, margins, and profits. This shifts the discussion from abstract theory to concrete business impact.

What are the differences between a Strategyzer playbook and a course?

Unlike traditional courses that focus primarily on knowledge transfer,  Strategyzer playbooks are built around practical applications to your real business challenges.

Courses often leave you with interesting concepts but no clear path to implementation. Our approach combines learning with doing—you'll work on your actual innovation projects using our proven tools and frameworks, with expert coaching to guide you.

The result is not just new knowledge, but tangible progress on innovations that matter to your business. We focus on creating traction, not just transferring information.

Is it required to take the playbook as a team?

While not strictly required, we've seen the greatest impact when multiple team members participate together. This creates a shared language and approach that dramatically improves implementation.

When individuals participate alone, they often struggle to translate their learning into organisational change. Teams, however, build momentum together and can support each other through the inevitable challenges of innovation work.

For enterprise clients, we recommend involving cross-functional teams including representatives from sales, marketing, product, and strategy to ensure alignment around customer needs and value creation.

How will this fit into our already busy schedule?

We understand the challenge of fitting innovation work into your already packed calendar. Many of our clients initially worry about time commitment, but find our structured approach actually saves time in the long run by preventing costly innovation dead-ends.

The playbook is designed with busy professionals in mind, with focused sessions and practical tools you can immediately apply to your current challenges. We've carefully balanced learning and application, so you're never wasting time on theory that doesn't translate to results.

Would you like to discuss specific scheduling options that have worked well for teams similar to yours?

Can this approach work alongside our existing processes?

Absolutely. Our methods are designed to complement, not replace, your existing processes.

Many of our clients initially integrate our tools with their current workflows, gradually expanding as they see results. The modular nature of our approach means you can start small and scale what works for your specific context.

We've successfully integrated with everything from traditional stage-gate processes to agile methodologies. What current processes are you looking to enhance?

Do we need previous innovation or leadership experience to benefit from this playbook?

No previous innovation experience is required. We've designed our approach to be accessible while remaining powerful for practitioners at all levels.

Our clients range from complete beginners to experienced innovation teams looking to sharpen their practice. The playbook provides a common language and structured framework that benefits everyone, regardless of starting point.

What's your team's current level of innovation experience? We can tailor our approach to meet you where you are.

Is the Strategyzer software included in this playbook?

Yes, the Strategyzer software platform is included as an integral part of the playbook. We've designed the software to streamline the innovation process and make collaboration easier, whether your team is co-located or distributed.

The software serves as both a learning tool during the playbook and a sustainability tool afterwards, helping teams continue applying the methods long after the formal playbook ends.

How does the software improve the quality of the experience?

The software transforms how teams collaborate on innovation, addressing common challenges we've observed across hundreds of organisations.

By providing a shared digital workspace, it eliminates the fragmentation that occurs when innovation artifacts are scattered across documents, presentations and emails. Teams can seamlessly capture insights, build business models, and test critical assumptions—all in one platform.

This structured approach brings rigour to what is often an unfocused process, helping teams make evidence-based decisions rather than relying on opinion or hierarchy. The result is not just better collaboration, but better innovation outcomes.

Many of our clients report that the software becomes essential to their innovation practice, serving as both a repository of institutional knowledge and a guide for applying the methodology correctly.

How do I get started with Strategyzer playbook

You can explore our playbook library online and pre-purchase those that align with your business challenges. By pre-purchasing, you also influence which playbooks we build first, helping shape our development roadmap.

For enterprise teams, we recommend contacting our sales team directly to discuss customized playbook options that align with your specific organizational needs and scale.

We're committed to helping you turn your business challenges into measurable results starting now.

Connect with our team about your business goals

Reach out about pricing, a demo, or team enrollment. We’ll be in touch shortly!