Page 211 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Important

When	the	customer’s	success	or	failure	to	get	the	job	done	leads	to	essential
gains	or	extreme	pains,	respectively.

      Does	failing	the	job	lead	to	extreme	pains?
      Does	failing	the	job	lead	to	missing	out	on	essential	gains?
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