To create a value proposition that achieves these five clicks in the mind of future customers, and ultimately changes habits, it’s not enough to brainstorm inside-out and write hypotheses on post-its. This will only lead to generic and superficial propositions without edge. Instead, it has to be carefully thought through and supported by customer research findings and results of product performance studies.
There are six design elements which have to be understood and filled with content:
Focus Job: This is the main goal that the addressed customer group wants to achieve with a given solution. For a transportation solution like a car or a train, the focus job could be To go from A to B. A cookware company providing pots, pans and other kitchen utensils, their customers’ focus job could be To provide food to my family. In practice, we design a so-called Job Hierarchy, to reflect the interaction between higher and lower level jobs and break the Jobs up in individual Job Steps.
Job Metrics: These are criteria that customers expect (or want to avoid), when trying to get a job done. For example, that there are no burnt spots when cleaning the pan, in the case of the cookware company. For each focus job, there are easily 60-80 relevant metrics customers apply, all allocated to the different Job Steps.
Pain and Drama: Pain points are Job Metrics that are important to a majority of the customer group, but are not satisfactorily resolved for them. The drama is a technique to make the pain tangible by simply asking what will happen when the pain is not resolved.
Promise: The promise connects the customer perspective with the product or company perspective. It is what brings it to life. The promise must be superior to existing solutions and can typically propose values or benefits like faster, simpler, easier, safer, cheaper or more stable.