Page 199 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Push vs. Pull

The push versus pull debate is a common one. Push
indicates that you’re starting the design of your value
proposition from a technology or innovation you possess,
whereas pull means you’re beginning with a manifest
customer job, pain, or gain. These are two common
starting points, many of which we outlined previously.
Consider both as viable options depending on your
preferences and context.

Technology Push

Start from an invention, innovation, or (technological) resource for which you
develop a value proposition that addresses a customer job, pain, and gain. In
simple terms, this is a solution in search of a problem.

Explore value proposition prototypes that are based on your invention,
innovation, or technological resource with potentially interested customer
segments. Design a dedicated value map for each segment until you find
problem-solution fit. Read more about the build, measure, learn cycle on.