Value Proposition: The Job, the Pain, the Gain and the Difference
Customers expect a product or service to “do something” for them. You can think of this as the “job” the customer is “hiring” your product to do. Associated with doing the “job”, there is usually a particular “gain” the customer is seeking, and/or a “pain” the customer is trying to avoid.
So what do you believe is the unmet need (the “job” to be done)? Write that down the “Job” in the “Value Proposition” section of the canvas (or the “Unmet Need/Problem) section of the Lean Canvas). What is the Pain the customer wants to avoid by “hiring” a product? What Gain are they seeking? Write down the Pain and/or the Gain that you believe is so compelling that they will be motivated to buy a solution!
And finally – how do you believe your solution is different from the competition – different in a way that you’ll get an “emphatic yes” from customers? Write down that differentiation!