Turn customer jobs, pains, and gains into a concrete campaign message.
Turn research notes into one campaign promise. Value Proposition Canvas (Strategyzer) The common trap is skipping the diagnostic step and jumping to the tactic the loudest stakeholder already wanted. Customer job Prepare vendor-risk reviews before monthly operating meetings. The job is the progress, not the software category. Pain Approvals are scattered across email, spreadsheets, and ticket comments. Pain should be concrete enough to recognize. Gain A defensible status view the COO can trust by Friday. Gains describe the better state buyers want. Offer fit Central approval queue, exception report, and audit-ready history. Only list capabilities that relieve the named pain.…
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