Page 232 - The Design Thinking Playbook

What makes up a good value proposition?

From our experience, there are 10 key factors of success, which we should absolutely check during the
validation of the value proposition:

1. Embedding in a great business model.
2. Focus on what is important for most customers.
3. Focus on topics for which the customer is willing to spend a lot of money.
4. Focus on unresolved problems.
5. Aims at only a few tasks, pains, and gains but solves them extremely well.
6. Alongside the functional task fulfillment, it takes into account the emotional and social
components of the tasks.
7. Alignment to the customer’s measurement of success.
8. Differentiation from the competition.
9. Better than the competition in at least one dimension.
10. Difficult to copy.
(Existing alternatives)

How do we communicate a value proposition?

The value proposition we communicate should be formulated as concisely as possible in one brief sen-
tence. This helps in communication and makes the business idea clearer by way of an analogy, such as
“Sailcom” (car sharing for boats) or “WatchAdvisor” (TripAdvisor for watches). This analogy is described in
the lean canvas as the “short concept.”
Lilly still has trouble formulating her concept in one sentence. She tries out “Book and Fly for Design Think-
ing” or “Last Minute Problem Solving.” But she is not really happy with her ideas.

Lilly’s Last Minute
Book and Fly for Design Problem Solving! DESIGN!
Design Thinking!
TIGER
Thinking For a

Shop fresh mindset!

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