2.1 One tool to rule them all: The Value Proposition Canvas.


In this video, Blair and Paul introduce you to the Value Proposition canvas, a key tool you will use to help you define your value proposition and find product-market fit. The canvas is a simple, effective way to understand your customers’ needs, and design products and services they want.

Value Proposition Canvas


“Your customers are the judge, jury, and executioner of your value proposition. They will be merciless if you don’t find fit!” Alexander Osterwalder


Alex Osterwalder and Yves Pigneur, authors of Business Model Generation and the Value Proposition Canvas, have curated many useful resources on the Strategyzer.com site.

  • Download the canvas here
  • Watch this 3.5 minute video of the value proposition canvas and how to use it.

Some examples of compelling value propositions:

Two key articles from Harvard professor, Clay Christensen, to help you understand the value proposition canvas:



Christensen, C. (2016, December 8). The “Jobs to be Done” Theory of Innovation. Harvard Business Review. Retrieved from https://hbr.org/ideacast/2016/12/the-jobs-to-be-done-theory-of-innovation.html

Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016, September). Know Your Customers’ “Jobs to Be Done”. Harvard Business Review. Retrieved from https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

Laja, P. (2017, May 16). Useful Value Proposition Examples (and How to Create a Good One). Retrieved from https://conversionxl.com/blog/value-proposition-examples-how-to-create/

Strategyzer. (2019). The Value Proposition Canvas [Computer Software]. Retrieved from https://www.strategyzer.com/canvas/value-proposition-canvas

[Strategyzer]. (2017, March 7). Strategyzer’s Value Proposition Canvas Explained [Video File]. Retrieved from https://www.youtube.com/watch?time_continue=5&v=ReM1uqmVfP0

Sukhraj, R. (2018, August 14). The 31 Best Value Proposition Examples You Wish You Had [Video File]. Retrieved from https://www.impactbnd.com/blog/value-proposition-examples