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. https://www.strategyzer.com/blog/the-high-value-customer-jobs-you-need-to-focus-on.