2-10 Participants
4-8 Hours
1 Tool
Level 2Intermediate

Why use the Value Proposition Design Template?

Create great value propositions from a customers perspective. Discover what products and services are of value to your customers. Before or after this exercise, you can create personas to better understand your customers, their jobs and create better products & services.

This tool is designed to help you with following challenges.
TIP: to help you ‘think’, select the challenges that apply to your case.

  • Design better value propositions from a customer perspective
  • Understand pains & gains before designing solutions
  • Understand why current solutions work (or don’t)
  • An intuitive way to talk with customers and clients about solutions

How? The tool!

  1. Customer(s) – Who are your customers? What do they do?
  2. Pains – Describe negative things your customers (can) encounter. E.g. negative emotions, undesired costs or risks.
  3. Gains – Try to come up with things your customers could really use or benefit from. E.g. positive emotions, cost savings or other gains.
  4. Solutions – Create customer gains and solve pains. Think of smart combinations and multiple solutions for every pain or gain. These are your puzzle pieces
  5. Product & Services – Try to come up with products and services that provide these solutions.


  • Pains can often be rewritten as gains and vice versa. This new perspective often results in new ideas and solutions.
  • Reverse engineer ideas, products and services and start at the right side of the canvas. Don’t look for proof, this approach requires both creativity and criticism.
  • The Value Proposition Design Canvas can be used side-by-side with the Golden Circle Pitch Canvas to test and turn your ideas into pitches. The contents of both canvases are exchangeable which can help you create better value propositions.
  • A great way to elaborate on the concept development is to use the Minimum Viable Product Canvas.
This canvas is a supplement to the Business Model Canvas from Business Model Generation, the Empathy Map by Dave Gray and XPLANE and Golden Circles by Simon Sinek.
This template is licensed under the Creative Commons Attribution-Share Alike 4.0 Unported License. To view a copy of this license, visit https://creativecommons.org/licenses/by-sa/4.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

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