Fortune’s Wheel

Figure out your Unique Value Proposition by investigating the customer’s Pains and Gains and making a Value Proposition Wheel.


Analysing your customers’ pains and gains and visualization your Unique Value Proposition, you will have a broader vision to build meaningful products that meet the jobs to be done of your target users. This chapter covers

  • Product/market fit
  • Value proposition
  • Jobs to be done
  • Lean personas
  • Prototype
Practices Explained

Value Proposition Wheel

Pains and Gains

Jobs to be Done

Unique Value Proposition

Practices Mentioned

Value Proposition Canvas

Value Proposition Template

Unique Selling Proposition


Coming Soon!


Chapter 5 illustrations

Recommended Tools

Comming Soon!

Recommended Books

Jobs to be Done: Theory to Practice by Anthony W. Ulwick

Value Proposition Design: How to Create Products and Services Customers Want by Alexander Osterwalder, Yves Pigneur, Patricia Papadakos, Gregory Bernarda, Alan Smith

Hooked: How to Build Habit-Forming Products by Nir Eyal (Goodreads Author)

The Power of Habit: Why We Do What We Do in Life and Business by Charles Duhigg

Recommended Articles

Know the Two — Very — Different Interpretations of Jobs to be Done

Value proposition

Unique selling proposition

The Few Sentences You Need to Dominate Your Market

What is a Unique Value Proposition (UVP)?

How To Really Understand Your Customer With The Value Proposition Canvas

The Flow of a Value Proposition Canvas

The Unusual Truth About Why an MVP Won’t Make You Successful

Useful Value Proposition Examples (and How to Create a Good One)

Innovation Starts by Doing the Same Job With Less Pain

Replacing the Sales Funnel with the Sales Flywheel