4.4
Value Proposition Canvas
A paired diagram mapping a customer's jobs, pains and gains onto a product's features, pain relievers and gain creators.
Osterwalder, Pigneur, Bernarda & Smith (2014)
What it does
Maps customer jobs, pains and gains against the offer's features, pain relievers and gain creators. The unmatched boxes are the output that matters.
When it breaks
Filled in around a table without talking to a customer, it becomes a register of assumptions. That is how it is usually filled in.
Case
There is no independently documented outcome case. The best-evidenced deployment is Mastercard's internal rollout with Strategyzer: 60 product managers in a five-week pilot, then 1,000+ people across 34 countries, embedded in the global product review. That is adoption, not proof of effect.
Strategyzer · Mastercard case study ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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