*** 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.

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.
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.
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:
…………………………………………………………………………………………………………