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10 Characteristics Of Great 
Value Propositions 
Are embedded in great business models 
Focus on the 
jobs, pains, and gains that 
matter most to 
customers 
Focus on 
unsatisfied jobs, unresolved pains and unrealized gains 
Target few jobs, pains, and gains, but do so 
extremely well 
Go beyond 
functional jobs 
and address 
emotional and social jobs 
Align with how customers 
measure success 
Focus on jobs, pains, and gains that a lof of 
people have, 
or that some 
will pay a lot of money for 
Differentiate 
from competition on jobs, pains, 
and gains that 
customers care about 
Outperform 
competition 
substantially 
on at least 
one dimension 
Are difficult 
to copy 
Value Proposition Design 
strategyzer.com/vpd 
#vpdesign 
GREAT VALUE PROPOSITIONS... 
1 
2 
3 
4 
5 
6 
7 
8 
9 
10 
Disappointed by the failure of a good idea? #VPDesign helps you 
systematically build products & services that customers want!

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10 Characteristics of Great Value Propositions

  • 1. 10 Characteristics Of Great Value Propositions Are embedded in great business models Focus on the jobs, pains, and gains that matter most to customers Focus on unsatisfied jobs, unresolved pains and unrealized gains Target few jobs, pains, and gains, but do so extremely well Go beyond functional jobs and address emotional and social jobs Align with how customers measure success Focus on jobs, pains, and gains that a lof of people have, or that some will pay a lot of money for Differentiate from competition on jobs, pains, and gains that customers care about Outperform competition substantially on at least one dimension Are difficult to copy Value Proposition Design strategyzer.com/vpd #vpdesign GREAT VALUE PROPOSITIONS... 1 2 3 4 5 6 7 8 9 10 Disappointed by the failure of a good idea? #VPDesign helps you systematically build products & services that customers want!