top of page

Feeling Stuck in Innovation Neverland? The Value Proposition Canvas is Your Map Back to Reality (and Sales!)

Let's face it, innovation starts feeling like a wild goose chase sometimes. We have felt it and we know you have too.

It's as if you’re throwing ideas at the wall like a toddler with a bucket of spaghetti (because hey, maybe that'll stick!), but nothing seems to resonate with your customers. Sounds familiar?

Enter the Value Proposition Canvas (VPC), your knight in shining armor (or should we say, your jetpack to escape Innovation Neverland?). So, what is this tool and how can you use it for innovations in your business?

VPC is a strategic tool that makes understanding your customers' needs and biggest frustrations that much easier. Hence, you have the power to craft solutions that make them say, "Yes, take my money!"

Think of the VPC as your way to crack the code on what your customers secretly want. We are not focusing on outsmarting the competition (for now), this is all about understanding what makes your customers tick.

The Value Proposition Canvas: Your Innovation Shortcut: 

The reason the VPC works so well is because this two-part framework helps you understand your customers' needs and craft solutions that resonate with them. This essentially keeps your innovation efforts grounded in reality (and customer needs). Let’s understand this in detail.

Part 1: The Customer Profile - Uncover Your Customer's "Why"

Irrespective of how long you’ve been in the market, a well known fact is that the key to innovation is understanding the "why" behind your customer's actions. Here's how the VPC helps you dig deep:

  • Customer Jobs: With VPC, you start by identifying the core tasks your customers are trying to accomplish with your product or service. Are they trying to streamline a process, improve efficiency, or solve a specific problem?

  • Customer Pains: You then pinpoint the frustrations and roadblocks that prevent your customers from achieving their goals. Are they struggling with a confusing user interface, lack of features, or a slow and clunky experience?

  • Customer Gains: Finally, you define the ideal outcomes your customers desire. Is it saving time, reducing errors, feeling more confident, or achieving a specific goal?

Here's the twist: When you are going about this process, don’t just rely on guesswork. Aim to gather real customer feedback through surveys, interviews, or user testing to validate these points.

Part 2: The Value Map - Turning Customer Insights into Action

Now that you've understood your customer needs, you can work on translating that knowledge into an action plan. Here's how the VPC helps you craft winning solutions:

Products & Services:

  • Start by mapping your existing products and services to the customer jobs you identified. Are there any gaps or areas where you can offer new solutions to address unmet needs?

  • The next step is to brainstorm innovative product or service ideas that directly resolve or help with the customer pain points you uncovered. Can you streamline workflows, add missing features, or improve the overall user experience?

Pain Relievers:

  • For each customer pain points, showcase how your existing or new offerings specifically solve those problems.

  • Again, your focus should be on the benefits, not just the features. Explain how eliminating pain points translates into a smoother, more efficient experience for your customers.

Gain Creators:

  • Align your products and services with the customer gains you identified. How do your offerings directly contribute to achieving their desired outcomes (saving time, boosting confidence, etc.)?

  • Quantify the value proposition whenever possible. Can you demonstrate how your solution saves customers X amount of time or increases their efficiency by Y%?

A key thing to remember is that the Value Map is all about making clear connections between what your customers need and how your offerings address those needs. This is why you have to focus on the "so what?" factor. Don't just list features; explain how they benefit the customer in a tangible way.

The Beauty of the VPC: Innovation That Doesn't Suck

Now that we have a clear picture of how the VPC works, let’s further discuss its benefits. Think of it as your innovation compass, guiding you towards solutions that relate with your customers. Here's how it improves your innovation game:

  • No More Innovation Guesswork: You stop throwing random ideas at the wall and hoping something sticks. The VPC ensures your innovations are laser-focused on solving real customer problems.

  • From Ideas to "I'll Take Two!": The VPC helps you ditch the innovation ideas that flop and focus on creating solutions that solve real problems for your customers. After all, happy customers are buying customers!

  • Standing Out From The Crowd: By identifying unique solutions that address customer pain points, you can differentiate yourself from the competition (who are probably still lost in Innovation Neverland).

But Wait, There's a Catch! (Except Not Really)

The VPC is powerful, but even superheroes have weaknesses. Here are some common pitfalls you should be cautious of:

  • Guessing Games: We are saying it again: don’t rely on assumptions about customer needs. Talk to real customers! Gather real feedback to validate your findings in the VPC.

  • Beyond the Roadtrip: Next, don’t think of the VPC as a map you use once and then toss in the glove compartment. As customer needs and markets change (think new roads and detours!), so should your VPC. Regular updates ensure it stays relevant and guides your innovation efforts in the right direction.

  • Echo Chamber: Collaboration is key! Avoid letting different teams within your company work in isolation. Marketing, product development, and customer support should all be involved in the VPC process. This ensures everyone is on the same page and working towards a common goal: creating a winning customer experience.

Feeling Ready to Escape Innovation Neverland?

Need a nudge of innovation for your team? With our tested tools & techniques, we create tailor-made, hands-on and interactive workshops for you!

Give us a shout at

1 view0 comments


bottom of page