Page 50 · Module 02, Design Your Business · this screen continues that page
All 108 frameworksValue Proposition Canvas
You're not sure if your product genuinely solves a problem people care about, or you're
The prompt
Copy & paste readyLabelsReplace theseSwap the role below
Pro tip, from the book
Ask AI to fill in the Customer Profile as if it were your most sceptical potential customer not your ideal one. The gap between the ideal profile and the sceptical one is exactly where your messaging and product need to improve.
Who should run this prompt
Module role profileWho should stress-test your business model? Business models fail quietly — not all at once, but one flawed assumption at a time. The roles on this page represent the perspectives that expose those assumptions before the market does. Use internal roles to build and refine your model. Use outside perspectives to find the gaps your optimism is covering.
Choose any role to drop it into the prompt above. Only the highlighted opening clause changes — the rest of the prompt stays exactly as printed.
◆◆◆◆◆ → ◆ seniority, board level down to specialist◈ outside the organisation
How to make any role sharper
- Add years of experience: "...with 15 years in enterprise SaaS" produces different depth than just the title.
- Add what they care most about: "You care most about [X]" shapes every word of the output.
- Add their communication style: "Be direct. Flag risks first. No jargon." changes the tone entirely.
Use this when
The problem it solvesgetting objections like 'we already do that another way' or 'we don't really need this.'
How the framework works
From the printed pageDeveloped by Alexander Osterwalder, the Value Proposition Canvas maps two things side by side: your Customer Profile (what jobs they're trying to do, what pains they experience, what gains they want) and your Value Map (your products and services, pain relievers, gain creators). Product-market fit happens when your Value Map directly addresses the most important items in the Customer Profile. Most product failures happen because founders built the Value Map first, then looked for customers to match. The canvas works best as a living document, not a one-time exercise. As you talk to customers, your understanding of their jobs and pains sharpens and your Value Map should shift to match. A canvas that never changes after the first draft is a sign that no real customer conversation has happened yet.
The method, in four moves
Do these in orderFill in the Customer Profile first before touching the Value Map.
Focus on the top 3 pains and top 3 gains that matter most to the customer.
Map each feature of your product to a specific pain or gain if it doesn't map, question why it exists.
Look for gaps: pains with no reliever, or gains with no creator those are your next features. Make sure your product solves a real problem, not one you imagined
Where the framework comes from
Alexander Osterwalder, Value Proposition Design, 2014
Pairs well with
As printed with this frameworkModule 02 — Design Your Business
Shape what you're building so it deserves to exist.
10 frameworks, printed on pages 49–68.
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