10 characteristics of Great Value Propositions

September 16, 2015
  1. Are embedded in great business models
  2. Focus on the jobs, pains, and gains that matter most to customers
  3. Focus on unsatisfied jobs, unresolved pains, and unrealized gains
  4. Target few jobs, pains, and gains, but do so extremely well
  5. Go beyond functional jobs and address emotional and social jobs
  6. Align with how customers measure success
  7. Focus on jobs, pains, and gains that a lot of people have or that some will pay a lot of money for
  8. Differentiate from competition on jobs, pains, and gains that customers care about
  9. Outperform competition substantially on at least one dimension
  10. Are difficult to copy

Osterwalder et.al. 2014, p.72-3

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