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Copy or outperform current solutions that delight Help make adoption easier?
your customer? (e.g. lower cost, less investments, lower risk, better quality, What would make your customer’s job or life easier?
(e.g. regarding specific features, performance, quality, …) performance, design, …) (e.g. flatter learning curve, more services, lower cost of
Rank each gain your products and services create according to ownership, …)
Make your customer’s job or life easier?
(e.g. flatter learning curve, usability, accessibility, more its relevance to your customer. Is it substantial or insignificant? What positive social consequences does your
services, lower cost of ownership, …) For each gain indicate how often it occurs.
customer desire?
Create positive social consequences that your (e.g. makes them look good, increase in power, status, …)
customer desires? What are customers looking for?
(e.g. makes them look good, produces an increase in power, (e.g. good design, guarantees, specific or more features, …)
status, …)
What do customers dream about?
Do something customers are looking for? (e.g. big achievements, big reliefs, …)
(e.g. good design, guarantees, specific or more features, …)
How does your customer measure success
Fulfill something customers are dreaming about? and failure?
(e.g. help big achievements, produce big reliefs, …) (e.g. performance, cost, …)
Produce positive outcomes matching your What would increase the likelihood of
customers success and failure criteria? adopting a solution?
(e.g. better performance, lower cost, …)
Gain Creators Gains (e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain according to its relevance to your customer.
Describe how your products and services create Describe the benefits your customer expects, desires or would
Is it substantial or is it insignificant? For each gain indicate
customer gains. be surprised by. This includes functional utility, social gains,
how often it occurs.
Products & Services How do they create benefits your customer expects,
positive emotions, and cost savings.
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