The UNITE Value Proposition Canvas
The Value Proposition Canvas provides a framework that centers your customers. It supports understanding the problem your customer is truly trying to solve so that you can design an elegant and effective solution.
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Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Caroline Hüttinger
Partner Brand & Experience Design
Caroline is a veteran brand & experience leader who’s led design experience with some of the most respected brands in the marketplace.
Susanne M. Zaninelli
Partner Culture Change
Susanne is a leading authority in the field of culture change. She has led organizational change projects for key players across the world.
Dr. Andreas Rein
Partner for Organizational Development
Andreas Rein is a C-Level sparring partner and organizational development agent supporting organizations from strategy to agile execution.
Sascha Martini
Partner for Innovation & Digital Transformation
Sascha is a world class innovation & digital transformation leader with a human centered approach. Ex-R/GA & razorfish CEO.
Adam D. Wisniewski
Partner for IT Strategy & Business Alignment
Adam is a seasoned transformation and digitization expert. He led major programs at the intersection of IT and business for international organizations
Proudly developed & shared by
Stefan F. Dieffenbacher
Founder & CEO
Working with some of the largest global companies in the world, Stefan is a highly recognized industry thought leader in innovation & transformation.
Douglas Lines
Corporate Executive
A deal-making expert having led significant M&A transactions; business leader having built and led significant H1 and H2 businesses with portfolio values above £8bn; innovator who likes to re-imagine the world we live in having successfully launched a global EdTech.
Alexis Terré
Business Coach, Full of Joy
Design Thinker (and Doer) : Making your teams & business more creative, inspiring and glorious!
What the download contains
- The UNITE Value Proposition Canvas
- The UNITE Business Model Canvas
Overview of the entire UNITE Business Model Framework, which helps you understand the role of the Value Proposition in context
Central to a customer-centric approach
Identify your Jobs to be Done and build an offering based on them
Discover your true competitors
Increase the chance of product launch success
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Richard Cobie, CEO
Reviewed on 15 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!
Janette Lavalier, Innovation Professor and Consultant
Reviewed on 15 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!
Karl Meckel, Change Development Manager
Reviewed on 18 July 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)
Franz Hellstrom, Head of Culture
Reviewed on 2 Aug 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.
Satoru Fukuda, Chief Strategy Officer
Reviewed on 13 Aug 2022
5.0 out of 5 stars Recommended as a purchase, worth the investment!
We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.
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Why we use it
Many people begin innovation with a product but discover when they launch that no one wants or needs what they have created. Through the Jobs-to-be-Done (JTBD) framework, we center the customer’s needs and ensure that the product/solution you design will respond to a specific job they need to get done.
How It Works
The Value Proposition Canvas has three sides.
The Customer Profile in the center of the canvas allows you to get into your customer’s head and thus clarify their Job to be Done from both functional and psychological perspectives.
The Product Value Map on the left helps you define how you intend to create value for that customer given their unmet needs. The ultimate objective is to achieve fit between the Customer Profile and the Product Value Map. You have achieved that fit once the product solves a clear Job to be Done.
The Customer Profile in the center of the canvas allows you to get into your customer’s head and thus clarify their Job to be Done from both functional and psychological perspectives.
The Product Value Map on the left helps you define how you intend to create value for that customer given their unmet needs. The ultimate objective is to achieve fit between the Customer Profile and the Product Value Map. You have achieved that fit once the product solves a clear Job to be Done.
The Substitutes section outlines what people are currently using to solve their Job to be Done and identifies inertias and obstacles that might prevent them from switching, even if your solution is superior. Your product is competing against other products that meet customers’ deeper needs in entirely different ways. Gaining a customer means not only offering a superior solution but overcoming their resistance to trying something new.
What is the goal of the model?
That’s easy: A happy customer. Happy customers ensure your company’s success, and you make customers happy by providing a solution to a problem that they need solved. This can only be achieved by placing the customer at the center of the process, understanding their needs and iterating your product until it perfectly meets their needs.
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Stefan F. Dieffenbacher
Founder & Managing Director of Digital Leadership
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