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. FREE DOWNLOAD Proudly shared open source
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What the download contains

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  • 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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Thousands of organizations leverage the UNITE models - these are some of them ...

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 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.

BMI Patterns

The UNITE Business Model Innovation Patterns summarize 95% of all business model innovations. It is a wealth of approaches ...

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BMI Patterns

Business Model Canvas

A product is only as good as the Business Model (BM) that supports it, and creating an innovative product requires an equally innovative BM.

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Business Model Canvas

Elevator Pitch structure

The elevator pitch is the key marketing summary of your offering and Value Proposition. With the help of the UNITE Elevator Pitch ...

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Elevator Pitch structure

Growth-Hacking process

The Growth-Hacking process gives you a clear template and approach how to plan and execute the growth of your business.

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Growth-Hacking process

JTBD Customer Promise Cards

The Customer Promise Canvas allows you to spin your most significant innovation opportunities into initial solutions and rank these. Further ...

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JTBD Customer Promise Cards

JTBD Job Journey Navigator

The Job Journey Navigator allows you to instantly understand the gaps between the importance of a customer’s job and ...

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JTBD Job Journey Navigator

JTBD Statement + Map

The Jobs-to-be-Done Statement and Map allow you to outline the important but unmet needs that your customer wants to have solved.

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JTBD Statement + Map

Pirate Metrics Funnel

The Pirate Funnel allows you to easily identify bottlenecks in your customer acquisition and retention process to help you reach ...

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Pirate Metrics Funnel

PS + MVP Scorecard

These scorecards allow you to rank your solutions concepts and MVPs at the end of Stages 2 and 3 against the most important criteria ...

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PS + MVP Scorecard

Value Disciplines

The Value Disciplines helps you and your team think about what quality your organization ultimately wants to stand for ...

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Value Disciplines

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Need help with your project?

We at Digital Leadership work on Innovation and Transformation related projects every day. Reach out do discuss how we can support you!

Stefan F. Dieffenbacher

Founder & Managing Director of Digital Leadership

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