Value Proposition Analysis

Purpose

Clarify what value is delivered, to whom, and through which gain creators or pain relievers.

Use when

• the organisation or product proposition is vague
• process redesign must remain customer-value aligned
• alternatives need customer-centric comparison

Inputs

• problem context
• available evidence and constraints
• known stakeholders or actors
• desired output format

Procedure

1. Clarify the decision or deliverable.
2. State assumptions before analysis.
3. Apply the technique explicitly rather than implicitly.
4. Capture findings in a structured table or list.
5. Separate facts, inferences, and unknowns.
6. End with implications for next actions.

Outputs

• value proposition canvas summary
• customer pains/gains/jobs
• differentiators
• proposition risks

Guardrails

• Do not present the technique as the answer; use it to inform a decision.
• Flag missing evidence and weak assumptions.
• Keep terminology consistent with the project glossary.
• Where tradeoffs exist, rank them explicitly.

Completion criteria

• technique applied correctly
• assumptions visible
• findings actionable
• next step clear