Refresh Value Before You Pitch Expansion
Use jobs, pains, and gains to refresh an expansion conversation before pitching.
A feature only sounds valuable when it lands on a job the customer currently cares about. Jobs, pains, gains The Value Proposition Canvas forces you to describe value from the customer side first. Jobs are what they must accomplish. Pains are the risks, obstacles, or wasted effort in that job. Gains are the outcomes that would make the work visibly better. Why account managers need it Accounts change. A customer who bought for cost control may renew for risk reduction. A team that once cared about admin efficiency may now care about executive reporting. A value refresh catches that shift…
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