A Value Proposition Canvas can help identify How You Serve Customer Needs when Problem-Solving

Autodesk got its start when we democratized CAD technology by making it available on personal computers that were much less expensive than special-purpose workstations so that small mom and pop architect shops could graduate from using their drafting tables. We have never forgotten that and still serve mom and pop shops today, but in addition to small shops, we also have large firms as customers. For them, we are often a trusted advisor instead of just another vendor. Part of the reason is that we work closely with them to help them solve their workflow-related problems.

One of the things that some of our larger customers take advantage of is our Future of Making workshops. In these workshops, a customer identifies a problem that they are having, and Autodesk works with them to apply problem-solving techniques in pursuit of solutions. Over a series of blog posts, I have shared some of those techniques. This blog post shares another one.

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Our approach to customer-workflow problem-solving is to:

1. FRAME THE CONTEXT — What is changing in your business?
2. ANALYZE FORCES — What is the impact to your business?
3. EXPLORE OPTIONS — What might you do differently?
4. ENVISION YOUR FUTURE — What should you do differently?
5. DECIDE BOLD STEPS — What will you do differently?

The list below contains hyperlinks to blog posts I have already shared:

1. FRAME THE CONTEXT
   • Participant Map
   • STEEP Map
2. ANALYZE FORCES
   • SOAR Map
   • Value Creation Map
3. EXPLORE OPTIONS
   • Statement Starter
4. ENVISION YOUR FUTURE
   • Project Vision
5. DECIDE BOLD STEPS
   • Game Plan

Here's another technique that can be used during the EXPLORE OPTIONS step. The Value Proposition Canvas is a simple but powerful tool to help our customers identify how our customers create better value for their customers. Typically it unveils missing value propositions and potential areas of improvement.

The elements of a Value Proposition Canvas include:

• Gains - What would make your customer happy? What would make their lives and jobs-to-be-done easier?
• Gain Creators - What can you offer your customers to help them archive these gains?
• Pains - What is annoying or troubling your customer? What is preventing them from getting jobs done?
• Pain Relievers - How can you help customers relieve their pains? What problems can you eradicate?
• Jobs to be Done - What are the jobs that the customers want to get done in their work and lives?
• Products and Services - What are the products and services that you offer that can help customers get their jobs done?
• Gap - What is missing from Products and Services that could be Gain Creators or Pain Relievers?

Creating a Value Proposition Canvas can answer the question "How do your serve customer needs?"

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The Value Proposition Canvas is a technique developed by Strategyzer AG. Over 5 million people use their platform and services to clearly understand customers, create better products, and grow businesses.

Technique sharing is alive in the lab.