Value Fit Before Feature Fit
Map customer jobs, pains, and gains to product pain relievers and gain creators before writing claims.
Principle: Do not write value from the product side alone. The Move Fill the customer side first: jobs, pains, and gains. Then fill the product side: products/services, pain relievers, and gain creators. Keep only the pairs with strong fit. Why It Works Product teams often know what the product can do. Buyers care about what gets easier, safer, faster, cheaper, or more valuable in their own context. The canvas forces the translation. It also exposes weak claims: if a feature cannot be tied to a priority pain or gain, it is probably proof detail, not a headline. PMM Application Use…
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