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The 1-Minute Value Proposition Act for Alexander Osterwalder's VALUE PROPOSITION CANVAS: ReDesign Your Value Proposition in 1 Minute

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***
The essence of strategy is to find a different [but profitable] value proposition.”
Michael Porter
***

The life and death of a business depend on its Value Proposition. Everything a business is and does depend on its Value Proposition. In spite of the importance of the Value Proposition, especially for startups who have not yet found Product-Market fit, it's surprising that simple, robust, and scalable tools do not exist for rapidly designing, analyzing, improving, and managing Value Propositions.

Recently, Alexander Osterwalder - a co-author of the Business Model Generation book - developed the Value Proposition Canvas as a practical and brand new tool that startups can use to achieve Product-Market fit. Despite an attempt at being comprehensive, Osterwalder's Value Proposition Canvas does not suggest how an organization can develop a "Value Proposition Statement." In addition, Osterwalder's Value Proposition Canvas is complex and time-consuming to use. Finally, the visual structure of Osterwalder's Value Proposition Canvas does not follow the Job-To-Be-Done (JTBD) Principle of "Customers Hire Products/Services to Get Jobs Done." The diagram of the Value Proposition Canvas focuses on "Product/Service" and "Job-To-Be-Done" while omitting "Customers."

The 1-Minute Value Proposition Act (VPA) provides an intuitive visual framework that allows anyone to develop( elements of) a Value Proposition in 1 Minute. The structure of the 1-Minute Value Proposition Act follows the Job-To-Be-Done (JTBD) Principle: "Customers Hire Products/Services to Get Jobs Done." The Value Proposition Act explicitly presents the 3 parts of the Job-To-Be-Done (JTBD) Principle: Customers; Products; Job-To-Be-Done.

The 1-Minute Value Proposition Act can also be scaled to facilitate testing and management of a Value Proposition Statement as well as Value Proposition Artifact while achieving Product-Market Fit. The 1-Minute Value Proposition Act uniquely synthesizes the latest ideas on how to design, analyze, improve, and manage Value Propositions while achieving Product-Market fit.

Try out the 1-Minute Value Proposition Act and reDesign your Value Proposition to attract more customers.

Your feedback would be appreciated.

Best,
Rod.

Published in: Business
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  • @RodKing
    Rod, well-deserved and my heartfelt congrats.
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  • Thanks to all the viewers of my above presentation (' http://goo.gl/8o8zL ) which made it to the homepage of Slideshare in just 10 hours after I posted it. I have received the following message from the Slideshare team: 'Way to go! 'The 1-Minute Value Proposition Act for Alexander Osterwalder's VALUE PROPOSITION CANVAS: ReDesign Your Value Proposition in 1 Minute' is being tweeted more than anything else on SlideShare right now. That's wicked hot! We've put it on the SlideShare homepage (in the 'Hot on Twitter' section). Isn't that worth a tweet?' Sure! And once again, thanks to everyone.
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  • @RodKing

    Rod, your statement and the use of the word 'hire' also merits stopping at to highlight its value '...the Jobs-To-Be-Done framework is increasingly being used to understand what motivates customers to 'hire' products'. Hire products means a lot. It could mean that we hire services as these industries are getting more service-oriented. It could mean, to me at least. that we do not own them, we hire them because soon we dispose off them. I think we own them when the Delight/Pain Ratio is very high. Is there a new equilibrium emerging between own-hire, whose edge is governed by this ratio? great insight, Rod
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  • @RodKing

    Rod, thanks for your appreciation, as always you do. Thanks are also due for stretching my knowledge with such an educating and living response.
    Zero Space- you remind me of the Twitter Curve in which interruption times are getting close, very close to Zero, but shall never be zero. The long tail of the long tail distribution is coming as come close to zero, but not zero.
    Rod, thanks for your zeroing on this issue.
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  • @hudali15 - Ali, what wonderful insight in your statement: 'Truly, when we understand more, the less space we need.' Would it be true to say that if it were possible to understand everything, we'll need zero space? This might seem like a paradox but I strongly believe that we can use virtually zero space to generate virtually infinite knowledge. This is what I'm referring to as 'The Big Bang Theory of Knowledge.' But, I digress.

    Putting aside The Big Bang Theory of Knowledge, I really appreciate your recognition of the fact that the template of the 1-Minute Value Proposition Act can be applied to myriad areas including the analysis and modeling of how customers think especially when we offer presentations such as on Slideshare. The truth is that the 1-Minute Value Proposition Act is really a Universal Decision-Making Model; it applies to all cases where living organisms are faced with alternatives and they have to make decisions which involve considerations of Pain and Delight, that is, trade-offs. In business, where customers increasingly have lots of choices and decisions to make, the 1-Minute Value Proposition Act greatly helps to understand how customers think. Popularized by Prof. Clayton Christensen of Harvard University, the Jobs-To-Be-Done framework is increasingly being used to understand what motivates customers to 'hire' products. The 1-Minute Value Proposition Act extends the Job-To-Be-Done framework and provides a simple visual model to better understand how customers think when they adopt, hire, and buy or even 'fire' products and services. Once again, thanks for adding insight and value to the presentation.
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The 1-Minute Value Proposition Act for Alexander Osterwalder's VALUE PROPOSITION CANVAS: ReDesign Your Value Proposition in 1 Minute

  1. 1.  1-­‐Minute  Value  Proposi2on  Act  (VPA)  for  Alexander  Osterwalder’s  Value  Proposi2on  Canvas                                        A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL:   Value  Proposi8on  Canvas         -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)         -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)           -­‐   +   VALUE  PROPOSITION  PLOT   Similarity:  ………………………….…..………   Differen4a4on:  …..……………………………   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   VPA   For  more  informa4on  on  the  Value  Proposi4on  Canvas  (VPC),  see  hKp://www.businessmodelgenera4on.com/downloads/value_proposi4on_canvas.pdf     For  more  informa4on  and  case  studies  on  the  1-­‐Minute  Value  Proposi4on  Act  (VPA),  see  hKp://www.slideshare.net/RodKing/1minute-­‐value-­‐propos     Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  
  2. 2.              1-­‐Minute  Value  Proposi2on  Act  (VPA):  A  Universal  Decision-­‐making  Template  (Checklist)                                          A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL   (PROP)   q  What  product/service/tool  is   being  offered?     -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)   q  Who  is  the  customer/consumer?       -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)   q  What  is  the  customer  job-­‐to-­‐get-­‐ done  or  task?  Where?  When?  How?   q  What  is  the  business  job-­‐to-­‐get-­‐ done  or  task?    Where?  When?  How?     -­‐   +   VALUE  PROPOSITION  PLOT   q Similarity:  What  are  similari4es  with   exis4ng  products/services/tools?   q Differen8a8on:  What  are  differences   from  exis4ng  products/services/tools?   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 VPA            (Pain?)                                              (Delight?)            (Pain?)                                              (Delight?)            (Pain?)                                              (Delight?)   Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  
  3. 3.                                      1-­‐Minute  Value  Proposi2on  Act  (VPA):  A  Universal  Decision-­‐making  Template                                              A  Be%er  Way  to  Understand  and  Predict  Customers’  Adop8on,  Hiring,  and  Buying  Decisions   PRODUCT/SERVICE/TOOL   (PROP)         -­‐     +   CUSTOMER/CONSUMER   (PROTAGONIST:  Most  Dissa4sfied)         -­‐   +     JOB-­‐TO-­‐GET-­‐DONE   (MOTIVATION:  Help  me/us  …)           -­‐   +   VALUE  PROPOSITION  PLOT   Similarity:  ………………………….…..………   Differen4a4on:  …..……………………………   WHY  (ACT/BUY,  NOW)?     #VPGen.  Dr.  Rod  King.  rodkuhnhking@gmail.com  &  h%p://businessmodels.ning.com  &  h%p://twi%er.com/RodKuhnKing   VPA   Key   -­‐      PAIN:  “undesirable”  impact     +    DELIGHT:  “desirable”  impact                                :  Informa8on  flow                 Value  Proposi4on  Statement:  …………………………………………………………………………………………………………  

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