What is Value Proposition Canvas?

The Value Proposition Canvas is a framework for mapping how your product creates value. One side lists customer Jobs (what they're trying to do), Pains (frustrations), and Gains (desired outcomes). The other side shows how your product addresses each. It forces you to articulate value from the customer's perspective, not yours. Created by Strategyzer, used widely in early-stage startups.

When Should You Use This?

Use the Value Prop Canvas when defining your MVP (what core job are we solving?), refining positioning (how do we talk about our value?), or validating product ideas before building. It's especially useful in customer interviews—map their jobs/pains/gains as they talk. Best for B2B products where jobs are clear, less useful for impulse consumer products.

Common Mistakes to Avoid

• •Inside-out thinking—starting with your product features instead of customer jobs
• •Generic pains—"saves time" vs "eliminates 2 hours of manual data entry daily"
• •Too many jobs—focus on the ONE main job your product is hired to do
• •No validation—test your assumptions with real customers, don't just fill it in
• •One-time exercise—revisit it as you learn more about customers

Real-World Examples

• •Stripe—Job: Accept online payments. Pain: Complex integrations. Gain: Developer-friendly API
• •Figma—Job: Design collaboratively. Pain: Version control chaos. Gain: Real-time multiplayer
• •Superhuman—Job: Process inbox. Pain: Email overwhelm. Gain: Inbox zero in minutes
• •Notion—Job: Organize work/life. Pain: Tool sprawl. Gain: Everything in one place