The Value Proposition Canvas is a template that is supposed to help you create new product and service ideas.

But it’s actually not the best tool to achieve that.

There are better alternatives to the Value Proposition Canvas.

So in this article, you’ll find better exercises for your innovation workshops and landing your buyer personas and product ideas.

What is the Value Proposition Canvas by Strategyzer?

A “value proposition canvas” is a way to capture the main things that make up your proposition, who would buy it, and why.

There are many different value proposition canvases out there.

We can all agree that:

– Creating something is easy.
– Creating something that people care about (your minimum viable audience) is much more difficult.

The problem?

Most attempts to launch new products are based on a “cool idea for a product”. And then, a marketing team has to figure out how to sell this new concept.

Products are born this way because it’s less demanding to start with a product idea than with what your audience may want.

That’s the wrong way to develop new propositions.

In the words of Seth Godin:

User experience design has become one of the most important disciplines in innovation.

It’s key to creating great products!

And there a few frameworks that can help a lot for that.

In this post, you’re going to learn how you can use five of these UX frameworks to design better user experience.

In fact:

These are the frameworks that UX designers from companies like Facebook and Pinterest use to increase user engagement.

1. B.J. Fogg’s Behavior Model: The UX Equation of B = MAP

Objective:

The Fogg Behavior Model helps you take into account behaviour change when you create the UX of a product or service.

Unfortunately, the Marketing Mix has become has-been.

Marketing means more today…

As you know, the 4 Ps aimed to help define:

1. what a company offers — product and price;
2. and how it does this — place and promotion.

But in 2019, marketing needs a better definition.

In this article, you’ll learn a better alternative that will help you organise your marketing strategy.

The 4 Ms of Today’s Marketing Mix

This new marketing mix fits in 4 Ms.

It focuses on:

1. who your customers are and what you are offering to them – market and merchandise;

The jobs-to-be-done framework is the most trendy innovation framework at the moment.

Why?

It helps to understand what causes people to buy a particular product.

You can use it in two ways:
1. To understand what people want in a specific market;
2. To create a compelling customer experience.

In this article, you’ll see a few examples of jobs to be done.

This will help you understand how to uncover the needs and desires of a market using the job. And how to think about the benefits and customer experience that should shape your value proposition.

In this article, you’re going to learn how to increase profit by growing your customer share.

I’ll tell you two things:

(1) Why focusing on share of customer is surprisingly better than increasing market share.

(2) 5 awesome techniques you can use to boost your customer share.

(All of this illustrated with real-life examples.)

The first sale is the hardest

When you want to sell a product to new prospects, your most difficult task is to win their trust. Your prospects need to trust you before buying from you. They must believe your story.

There’s something that the most successful brands do well:

They leverage existing beliefs to tell stories.

That’s because a person’s way of viewing the world is a major indicator of the decisions they make and the types of stories that resonate with them.

(Some call these beliefs “mindset”. In Positioning, Al Ries used the term “customers’ minds”. In All Marketers Are Liars, Seth Godin used the term “worldview” that I like the most, as the word is self-explanatory.)

As a marketer or innovator, using worldviews to look at your market helps you understand what stories resonate with your target customers, what products and services they consider buying, and why.

“What do our customers really want?” That’s what you want to find out.

But are you asking the right questions?

Some questions should never be asked. Never.

1. Do you think this is a good idea?

2. Would you buy this?

3. How much would you pay for this?

Why Are These Questions Bad Market Research?

There are many reasons asking these three questions won’t help you.

1. Your customers can’t predict in the abstract if they will buy a new product, in the future