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The Value Proposition Canvas helps you map the fit between your product and your customer — their jobs, pains and gains on one side, your features, pain relievers and gain creators on the other. Jobs to Be Done theory adds depth by reframing the question: customers do not buy products, they hire them to do a job. Understanding the job your product is hired to do is one of the most powerful insights in product marketing.

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PART 1 — Customer Profile

Understanding Your Customer

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Complete the customer profile before you look at your product. This forces you to think from the customer's perspective rather than from your product's features.

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Customer jobs — what is your customer trying to accomplish?

Functional jobs (practical tasks):

• [e.g. Build a GTM strategy for a new product]
• [e.g. Identify and prioritise target customer segments]
• [Add your own]

Social jobs (how they want to be seen by others):

• [e.g. Be seen as a credible, commercially-savvy founder]
• [e.g. Demonstrate GTM rigour to investors]
• [Add your own]

Emotional jobs (how they want to feel):

• [e.g. Feel confident they are making the right GTM decisions]
• [e.g. Feel less overwhelmed by the commercial side of launching]
• [Add your own]

Customer pains — what frustrates, blocks or risks your customer?

• Most significant pain: [placeholder]