The Innovator's Canvas and Value Proposition Design

The Innovator’s Canvas

Similar to the Business Model Canvas but with a different approach, as shown in the image above. We will focus on two key components: The Why and the Value Proposition Canvas.

The Why

Simon Sinek argues that many companies start with “how” instead of “why.” Some even lack a clear understanding of their purpose. Apple's success is attributed to starting with “why.”

“People don’t buy what you do. They buy why you do it.” - Simon Sinek

Sinek's Golden Circle framework revolves around three questions: why? (purpose), how? (process), and what? (results).

The Value Proposition Canvas

This canvas focuses on creating value for customers through products and services.

Customer Profile

• Customer Jobs: Tasks or problems customers are trying to solve in their lives.
• Customer Pains: Annoyances or challenges customers face before, during, or after attempting to complete a job.
• Customer Gains: Benefits customers expect, desire, or are surprised by when using your product or service. These can be functional, social, emotional, or cost-related.

Value Map

• Products & Services: How your offerings help customers complete functional, social, or emotional jobs.
• Pain Relievers: How your product or service alleviates customer pains.
• Gain Creators: How your product or service creates benefits that customers expect, desire, or will be surprised by.

The Value Proposition Statement

A concise and clear statement explaining how your product solves customer problems, delivers specific benefits, and differentiates itself from competitors.

Key elements:

1. Headline: A one-sentence summary of the end benefit.
2. Sub-headline: A two-to-three sentence explanation providing specifics.
3. Three bullet points: Highlighting key benefits or features.
4. Visual attraction: An image or graphic that complements the statement.

The statement should clearly convey the concrete results customers will experience from using your product.