The high value customer jobs you need to focus on

Alex Osterwalder
March 27, 2017
#
 min read
topics
Value Proposition Canvas
Customer Insights

Great value proposition creators focus on only a few jobs, pains, and gains, but they do that extremely well. Do you know which high value customer jobs you should focus on?

March_27_Alex_osterwalder_Strategyzer

When you create new value propositions and growth you need to focus on high-value customer jobs. These are not necessarily the most important jobs from your customers’ perspective. They are the most promising jobs from your perspective as a solutions provider. High-value customer jobs are characterized by the following, they are:

Important

When customer’s success or failure to get the job done leads to essential gains or extreme pains, respectively. Examples are managing the security risk of an ecommerce website, or designing and implementing the strategy at a company.

Tangible

When the pains or gains related to a job can be felt or experienced immediately or often. Examples are traffic during your daily commute, or managing a constantly overflowing email inbox.

Unsatisfied

When current value propositions don’t help to relieve pains or create desired gains in a satisfying way. Maybe the desired value proposition doesn’t even exist. Examples are the inexistent cure for hangovers, or calorie-free chocolate.

Lucrative

When many people have the job with related pains and gains or when a small number of customers are willing to pay a premium. An example of the former is listening to music on the go. An example of the latter are rare diseases for which customers or insurers are willing to pay a premium.

You can’t focus on all of your customers’ needs. Great value proposition creators focus on only a few jobs, pains, and gains, but they do that extremely well.

Note: Adapted from initial work by Innosight.

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About the speakers

Alex Osterwalder
Entrepreneur, speaker and business theorist

Dr. Alexander (Alex) Osterwalder is one of the world’s most influential innovation experts, a leading author, entrepreneur and in-demand speaker whose work has changed the way established companies do business and how new ventures get started.

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Alex Osterwalder
March 27, 2017
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The high value customer jobs you need to focus on
Insights

The high value customer jobs you need to focus on

The high value customer jobs you need to focus on
Insights

The high value customer jobs you need to focus on

March 27, 2017
#
 min read
topics
Value Proposition Canvas
Customer Insights

Great value proposition creators focus on only a few jobs, pains, and gains, but they do that extremely well. Do you know which high value customer jobs you should focus on?

March_27_Alex_osterwalder_Strategyzer

When you create new value propositions and growth you need to focus on high-value customer jobs. These are not necessarily the most important jobs from your customers’ perspective. They are the most promising jobs from your perspective as a solutions provider. High-value customer jobs are characterized by the following, they are:

Important

When customer’s success or failure to get the job done leads to essential gains or extreme pains, respectively. Examples are managing the security risk of an ecommerce website, or designing and implementing the strategy at a company.

Tangible

When the pains or gains related to a job can be felt or experienced immediately or often. Examples are traffic during your daily commute, or managing a constantly overflowing email inbox.

Unsatisfied

When current value propositions don’t help to relieve pains or create desired gains in a satisfying way. Maybe the desired value proposition doesn’t even exist. Examples are the inexistent cure for hangovers, or calorie-free chocolate.

Lucrative

When many people have the job with related pains and gains or when a small number of customers are willing to pay a premium. An example of the former is listening to music on the go. An example of the latter are rare diseases for which customers or insurers are willing to pay a premium.

You can’t focus on all of your customers’ needs. Great value proposition creators focus on only a few jobs, pains, and gains, but they do that extremely well.

Note: Adapted from initial work by Innosight.

related reads
No items found.
The high value customer jobs you need to focus on

Great value proposition creators focus on only a few jobs, pains, and gains, but they do that extremely well. Do you know which high value customer jobs you should focus on?

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