ChapterÂ 3.Â Validating the Value Proposition
âTo know what a business is we must start with its purpose. Its purpose must lie outside of the business itself. In fact, it must lie in society since business enterprise is the organ of the society. There is only one valid definition of business purpose: to create a customer.â
âPETER DRUCKER, 1973
AT THE BEGINNING, YOU DONâT JUST DEFINE YOUR PRODUCT VISION. Rather, you first need to figure out what problem youâre going to solve and what kind of customer needs it solved the most. Thatâs a lot to figure out, and getting one part wrong could turn your vision into a delusion. So, to stay grounded, youâre going to really dig into Tenet 1, Business Strategy, and Tenet 3, Validated User Research (see FigureÂ 3-1 and refer to ChapterÂ 2 if you need a refresher on the four tenets of UX strategy). In this chapter, you will learn how to create a value proposition, which is the magical thing that you must make tangible for customers. Then, you will go over how to validate it through experiments to prove whether that hypothesis is correct.
The Blockbuster Value Proposition
When I was in the eighth grade, I used to pretend I had a stomachache so my mom would take me to work with her. She was a legal secretary at Burbank Studios, and I loved wandering the back ...