Understanding Value Proposition – A Framework for Thought

~940 words | 10 min read

1 Big Thing: Your Value Proposition Might Be Broken

Most businesses think they have a solid value proposition, but here’s the truth—many are missing the mark. A value proposition isn’t about flashy slogans or listing features. It’s about solving real problems and delivering outcomes that matter to your customers. If your value proposition doesn’t make them say, “This changes everything,” it’s broken.  

Let’s fix it using the Jobs-to-Be-Done (JTBD) framework—a powerful tool for understanding what customers truly value.

Why it Matters: You Might Be Getting It Wrong

Here’s the mistake: Many businesses focus on what they do instead of what their customers need. Your product isn’t the hero—your customer is. They don’t care about your features; they care about how you’ll make their lives better.

A strong value proposition answers three critical questions:

What job is your customer trying to get done?

How does your solution relieve their pain?

How does it create gains that improve their life or work? 

Go Deeper: A Framework To Build Lasting Value Propositions

The JTBD Framework: The Fix You Need

The Jobs-to-Be-Done framework flips the script. It’s not about selling products—it’s about helping customers achieve outcomes. Think of it this way: Customers “hire” your product to solve a problem or achieve a goal.  

Pain Relievers vs. Gain Creators  

Pain Relievers:  What frustrations or inefficiencies does your product eliminate?  

Example: A meal delivery service removes the hassle of planning and cooking dinner after a long day.  

Gain Creators:  What benefits or improvements does your product add to their lives?  

Example: The same service might create gains by offering healthy, chef-curated meals that save time and boost well-being.

The Value Proposition Equation  

Here’s the formula for success:  

Value = Gains created – Pains relieved 

Your customer’s current situation (status quo) is the baseline. Your job is to show how your offering moves them to a better state—whether by solving frustrations or adding meaningful benefits. The gap between where they are and where they want to be is your value proposition.

How to Fix Your Broken Value Proposition  

Step 1: Understand Customer Jobs  

What are your customers trying to achieve? For example, a busy professional might hire an online course platform to learn new skills without disrupting their schedule.

Step 2: Identify Pains and Gains  

Pains: What’s frustrating them about their current solution?
Gains: What outcomes would make their lives easier, faster, or more enjoyable?  

Step 3: Build Solutions That Deliver Value  

Design features that directly address pains and create gains. For example:

Pain Reliever: Offer bite-sized lessons that fit into busy schedules.

Gain Creator: Provide certifications that enhance career prospects.

By the Numbers: 

Slack

Job to be done: “I want to simplify team communication and improve productivity.”

Pain reliever: Reduces email overload and centralizes conversations.

Gain creator: Integrates with other tools to create a unified work hub.

Impact: Became the go-to platform for workplace collaboration, used by millions globally.

Uber Eats

Job to be done: “I want food delivered quickly without compromising quality.”

Pain reliever: Eliminates the hassle of cooking or dining out during busy schedules.

Gain creator: Offers personalized recommendations and real-time tracking for convenience.

Impact: Expanded Uber’s ecosystem, serving millions of customers worldwide.

Some companies have also got it wrong. Look at Quibi, a short-form video streaming platform designed for mobile devices. With nearly $2 Billion in funding the company had a misaligned JTBD (wrong assumption that users wanted premium short-form content), No clear pain reliever, Weak gain creator (users didn’t perceive this production value as a gain). The company closed operations in 2020.

Bottom Line

If your value proposition doesn’t clearly show how you’ll change your customer’s life for the better, it’s broken—and so is your business strategy. By leveraging JTBD, you can craft a value proposition that speaks directly to what customers care about most: solving their problems and delivering meaningful results.

Stop selling products. Start selling progress.

“Your value proposition isn’t valuable if no one gets it.”