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 the process of drawing a value proposition wheel able to fit your persona. Discover how to end up with your flywheel and make the most of your insights.

  • 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

The Job to be Done Canvas by Strategin

Jobs to be Done Breakdown by The Innovators’ Toolkit

Value Proposition Canvas by Strategyzer

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

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