Value Proposition Design: How to Create Products and Services Customers Want

2.2Starting Points

Where to Start

Contrary to popular belief, great new value propositions Don’t always have to start with the customer. They do, however, always have to end with addressing jobs, pains, or gains that customers care about.

On this spread we offer 16 trigger areas to get started with new or improved value propositions. They start from either the customer, your existing value propositions, your business models, your environment, or business models and value propositions from other industries and sectors.

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PROCESSSpark Ideas with Design Constraints

OBJECTIVE

Force yourself to think outside of the box

OUTCOME

Ideas that differ from your “usual” value propositions and business models

Use design constraints to force people to think about innovative value propositions embedded in great business models. We outline five constraints of businesses whose value proposition and business model you can copy into your own arena. Don’t hesitate to come up with other ones.

Servitization

Constraint: Transform from selling ...