Page 442 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Provide evidence showing what customers care about
(the circle) before focusing on how to help them (the
square).

Start with jobs, pains, and gains

In the design section we looked at a series of techniques to better understand
customers. In this chapter we go a step further. The objective of “testing the
circle” is to confirm with evidence that our profile sketches, our initial research,
our observations, and our insights from interviews were correct. We aim to know
with more certainty which jobs, pains, and gains customers really care about.

Possessing evidence about customer jobs, pains, and gains before you focus on
your value proposition is very powerful. If you start by testing your value
proposition, you never know if customers are rejecting your value proposition or
if you are simply addressing irrelevant jobs, pains, or gains. This is less likely to
happen if you have evidence about which jobs, pains, and gains matter to
customers.

Of course, this means you need to find creative ways to test customer
preferences without already drawing on the use of minimum viable products
(MVPs). We show how to do so with the tools in the testing library.

Do you have evidence showing…