Understanding the Value Proposition Canvas: What Are Customer Jobs & Pains?

This summer, I had the pleasure of hosting a workshop at Le Wagon for freelancers eager to refine their value propositions and stand out in the competitive market. One actionable tool I shared was the Value Proposition Canvas (VPC) from Strategyzer, designed to dissect and enhance customer-centric strategies.

The Value Proposition Canvas (VPC)

The VPC is a powerful framework comprising two core components: the customer profile and the value map. The customer profile dives into understanding the needs, challenges (pains), and desired benefits (gains) of your target audience. On the other hand, the value map illustrates how your product or service addresses these challenges or amplifies the benefits.

However, in my workshop, I noticed that distinguishing between customer jobs and pains or gains seemed to be a challenge for participants. Thankfully, with practice and the right approach, mastering this aspect becomes much more manageable.

Tips to Differentiate Jobs, Pains, & Gains

To identify customer jobs accurately, I encouraged participants to ask themselves a simple yet effective question: “What is the person trying to get done?” This inquiry helps clarify whether the identified aspect aligns with the customer’s primary task or objective.

Furthermore, another helpful tip is to phrase assumptions as orders (in imperative) when identifying customer jobs. If you can articulate your assumption as something the customer needs to do or achieve, it likely falls under the category of customer jobs rather than pains or gains.

“increasing visibility”

Phrased as order: “Increase your visibility”

Customer Job or Pain?

Lastly, I’ll leave you a set of questions below that can help you identify the different elements.

For Customer Jobs (more from Strategyzer)

• What specific tasks or actions are customers trying to accomplish?
• What are the essential activities or processes customers engage in to address their needs or achieve their goals?
• If you could give the customer an order or command to fulfill their needs, what would it be?

For Customer Pains (more from Strategyzer)

• What are the main challenges, obstacles, or frustrations customers encounter in trying to fulfill their needs or achieve their goals?
• What are the negative aspects or experiences customers want to avoid?
• What problems or difficulties do customers face that prevent them from accomplishing their tasks or objectives?

For Customer Gains (more from Strategyzer)

• What are the desired outcomes, benefits, or aspirations that customers hope to achieve?
• What are the positive experiences or benefits that customers seek in using your product or service?
• What are the opportunities for improvement or enhancement that would make the customer’s experience more enjoyable, efficient, or valuable?