The document discusses value proposition design, emphasizing the importance of identifying customer needs and desires to create products that people want. It outlines a design thinking framework that includes empathizing with users, defining their problems, ideating solutions, prototyping, and testing those solutions. The author encourages a collaborative approach to brainstorming and emphasizes that the process is iterative and focused on learning and improving user experience.

1. Value Proposition Design
or, How To Make Things People Want
Soumitra Bhat
@performingflea

2. MAKE
THINGS
PEOPLE
WANT.
MAKE
PEOPLE
WANT
THINGS.
- 21c - 20c
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3. This belief has already created billions $ of value.

4. And it is rapidly becoming the foundation of new business.

5. NEED WANT≠
What people What people

6. NEED WANT↔
INSIGHT

7. Design Thinking: A powerful framework
Empathize Define Ideate Prototype Test
Iterate

8. Let’s try:
• Make sure every person has a sheet of paper and a marker
• Loosen up, get comfortable
• Follow the instructions as best as you can
• Stick to the clock
• Don’t be afraid to get things wrong!

9. Pair up with the person next to you.
Get introduced.

10. What do you procrastinate
about?
Think of one (silly) activity – (exercising, waking up, going to the dentist, paying taxes…)
Tell your partner.
NEED WANT≠

11. Empathize
1. Why do you need to do this? Why is this activity important?
• What is the objective?
2. What do they hate about the way they have to do the activity
today?
• Ask “Why?” to find the key pain.
3. What would make them enjoy doing the activity?
• Ask “Why” to find the key gain.

12. What is your Insight?
The person needs to do the activity, because she can achieve the
objective.
But, this is her key pain, while she would rather get the key gain.
Soumitra needs a way to stock fresh vegetables at home, so that his cook can find the right ones
to make dinner with.
But, his job keeps odd hours and makes him forget things, while he would rather give his health
the attention that it deserves.

13. Define the Problem
How might I help the person achieve the objective in a way that
removes the key pain, while enhancing the key gain?
How might I help Soumitra get fresh vegetables daily in a way that he spends minimum time and
mental attention, while satisfying his daily nutritional needs?

14. Ideate
Brainstorm ideas to solve the problem.
• Quantity over Quality
• Specific over Vague
Select one idea to develop further.
• Try and combine many good ideas into one if you can.
• See how you can make the idea more unique.

15. Sketch the Concept
Sketch a basic version of your idea showing only the key parts that are
solving the problem.
Drawing skills are irrelevant. Draw to communicate, not impress!

16. Test and get Feedback!
Show the sketch to you partner.
Describe how you are removing the pain and increasing the gain.
Don’t make it technical.

17. Remember
• It’s a Process – it improves with practice.
• Every cycle results in Learning, and a better Problem-Solution fit
• Your initial Problem and Idea always change
• Your Focus on the User never shifts

18. Make Things People Want
Soumitra Bhat
T: @performingflea
soumitra@isdi.in