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Last week I had an interesting experience with value proposition.
Great twist! Reasoning outside of the principle.
Sometimes I do something similar to demonstrate product-led thinking vs customer-led thinking.
I use the milkshake example, and the ask the participants to think with me from left to right on the vp canvas, ie, what are the pain reliever/gain creators, then pains/gains that relate to them, and lastly the jobs. You'll get a very narrow view on customer jobs from this. After pointing them out, I tell them about Christensen's famous consultancy story, and how they cracked the problem by looking beyond the specific product related jobs.
Another example of how doing things the wrong way round, can lead to the right type of insights :)
Interesting perspective. Are you not concerned that starting with the product view would filter your perception of the customer?
When using the VP canvas approach I believe it is important to get the customer profile done in absence of thinking about the product or services on offer, to give you an unfiltered view of the jobs and associated pains and gains.
Once the profile has been done, the design process cam be done in a couple of ways. Inductive - where one starts with the pains and gains to see how to solve them, then use the creators and relievers to design an offer of products and services. Deductive - when one has an offer in mind and they use the pains and gains to test how well the offer scan relieve or create.
hi mike, the purpose of that exercise is to actually experience how starting off with the product view filters your perception of the customer, and how it leads to a narrow understanding of your customer's jobs.
So, first you do it the wrong way round, thinking from product, then you do it the right way around, start with a specific customer in a specific context, and then work to product.
Agree. It`s a great opportunity to learn your customers. As Dan Kennedy said, it will help you to find the key to their needs and it is the best way to engage them with your products.