10 Characteristics OfGreat Value Propositions

Are embedded in great business models

Focus on thejobs, pains, and gains thatmatter most tocustomers

Focus onunsatis� ed jobs, unresolved pains and unrealized gains

Target few jobs, pains, and gains, but do soextremely well

Go beyondfunctional jobsand addressemotional and social jobs

Align with how customersmeasure success

Focus on jobs, pains, and gains that a lof ofpeople have,or that somewill pay a lot of money for

Differentiatefrom competition on jobs, pains,and gains thatcustomers care about

Outperformcompetitionsubstantiallyon at leastone dimension

Are dif� cultto copy

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