Mapping Customer Pains to your Value Proposition


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Business model innovator Alexander Osterwalder author of Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers lays out reasons to map a product or service’s value proposition with the actual pains customers face. Using building blocks from his business model canvas framework, Osterwalder maps the relationship and discusses, with interviewer Steve Blank, how value is created.

This is a great visual for the podcast, I had with Alex early this year where we discussed his work in this area, What’s new in Business Model Generation? Customer Value Canvas and more.

What this video reminded of was a good old fashion sales call. My best sales calls have always been when I started to sketch out my thoughts and seated on the same side of the table with the customer. The only thing missing was handing the stylus(pencil) over to the customer (Steve Bank) and leaving them draw.

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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