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every day companies design products and services to improve their customers lives but 72% of new product and service innovation fail to deliver on expectations this means that customers dont care about seven out of ten new products introduced to the market it doesnt have to be this way just like you create value if your business with a business model canvas there is in fact a tool to intentionally visualize design and test how you create value for customers its called the value proposition canvas the value proposition canvas is composed of two parts the customer profile and the value map with the customer profile you describe the jobs your customers trying to get done jobs can be functional by getting for me to be social like impressing friends and colleagues or emotional like gaining peace of mind you highlight your customer pains which annoy customers what can get a job done pains and negative outcomes that customers hope to avoid like dissatisfaction solutions and challenges frus
