26
et al. 2011). It fulfills the job better than all other alternatives and at an appropriate
price (Boxes 1.6 and 1.7).
While designing a value proposition, questions from the perspective of the customer – not from the organization – should be addressed:
• Is my JTBD properly and truly addressed?
• What will the good, the service, or a combination of them look like?
• Who is giving me this offer?
• How are they giving it to me?
• If it is a product or good, how do I dispose of it?
• What tradeoffs are imposed on me along with the offering?
• What does the landscape of payment options look like?
Once these questions are answered, a value proposition can be developed through
experiments to better understand the JTBD.
Ultimately, developing the value proposition is by far the most important component of any business model. Any organization wanting to innovate and succeed must
spend time on developing the right value proposition before moving forward.
Fig. 1.2 The four components of a business model. (Adapted from Johnson 2010)
H. Campos
et al. 2011). It fulfills the job better than all other alternatives and at an appropriate
price (Boxes 1.6 and 1.7).
While designing a value proposition, questions from the perspective of the customer – not from the organization – should be addressed:
• Is my JTBD properly and truly addressed?
• What will the good, the service, or a combination of them look like?
• Who is giving me this offer?
• How are they giving it to me?
• If it is a product or good, how do I dispose of it?
• What tradeoffs are imposed on me along with the offering?
• What does the landscape of payment options look like?
Once these questions are answered, a value proposition can be developed through
experiments to better understand the JTBD.
Ultimately, developing the value proposition is by far the most important component of any business model. Any organization wanting to innovate and succeed must
spend time on developing the right value proposition before moving forward.
Fig. 1.2 The four components of a business model. (Adapted from Johnson 2010)
H. Campos