Focus Product Development on Customer Jobs that Are Important, Tangible, Unsatisfied, and Lucrative

In value proposition design, focus your strongest efforts on customer jobs that fit in the middle of a Venn diagram comprising

  • Important: The customer's success or failure at completing the job leads to significant gains or pains
  • Tangible: The results of success or failure are experienced immediately or often
  • Unsatisfied: The customers' needs are not yet being met by existing value propositions in a satisfying way
  • Lucrative: Many people need to complete the job, or a smaller number are willing to pay a premium to complete the job



Osterwalder, Alexander. “The High Value Customer Jobs You Need to Focus On.” Strategyzer (blog). Accessed November 8, 2020.