Value Proposition · Customer jobs and pains · Component
The gain list
The outcomes the customer wants beyond removing pain — separated into what is expected and what would genuinely surprise.
The deliverable
What it is
Gains and pains are not mirror images. Removing a pain restores an expectation; delivering a gain exceeds one, and only the second commands a premium.
The distinction that matters is between gains that are required, expected, desired and unexpected. Investment in a required gain buys entry; investment in an unexpected one buys preference.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The expectation level
Whether the gain is required, expected, desired or unexpected.
2 attributes: Level · Assessed
LearnThe willingness
Evidence about whether the customer would actually pay more for the gain.
3 attributes: Evidence type · Indicated value · Confidence
Learn
Classify each gain as required, expected, desired or unexpected. Only the last two are sources of premium.
The other components in customer jobs and pains
The job statement
What the customer is trying to get done, written in their situation rather than in the language of your product.
LearnThe pain list
What goes wrong, costs too much or takes too long when the customer does the job today — ranked by severity rather than by how often it is mentioned.
Learn