# Value Proposition Canvas > The _Value Proposition Canvas_ encourages you and your team to explore and understand a set of customers, audience members, or constituents from their perspective: What _jobs_ are they trying to do? What _pains_ do they encounter in that effort? And what _gains_ do they experience when they succeed? RELATED FUNCTIONS: [[Marketing]], [[Sales]], [[Gifts & Grants]], [[People Operations]], [[Spaces & Systems]] SEE ALSO: [[Personal Projects]] <iframe width="560" height="315" src="https://www.youtube.com/embed/ReM1uqmVfP0" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe> YouTube: "[Strategyzer's Value Proposition Canvas Explained](https://youtu.be/ReM1uqmVfP0)" The Value Proposition Canvas encourages you and your team to consider a set of customers, audience members, or constituents that currently or might use your product or service. It then guides you to identify three aspects of their lives: - the JOBS (related to your product or service) they are trying to get done in their work or in their world – these can be functional, social, or emotional; - the PAINS they experience while trying to get those jobs done - negative outcomes that the target group wants to avoid such as risks, barriers, negative responses, stress, or the like; and, - the GAINS they experience when the job's well done – positive outcomes that signal the success of the effort such as observable positive outcomes, personal or community benefits, or positive emotions. ![[value_proposition_canvas.jpg]] With the "customer profile" side of the map built out, you look to the "value map" of your product or service. How does or might your offering directly support or respond to the lived experiences of your intended customer? - Where and how do the PRODUCTS & SERVICES you offer connect to the JOBS identified on the customer profile? - How do their features or benefits provide PAIN RELIEVERS to the PAINS experienced by the customer? - How are they GAIN CREATORS that produce, support, or maximize the GAINS your customers experience as success? It can feel awkward to apply this customer-focused lens on creative and expressive work. But remember that JOBS, PAINS, and GAINS can include personal, social, civic, community, emotional, and even spiritual aspects that are in conversation with the creative experiences you offer. If a portion of your audience is seeking escape and solace by attending your events, consider how you make that possible – not only in the artistic program, but also in the ease/frustration of your website and ticketing, the ways you welcome them into the experience, the ways you connect afterwards, and even the ways your facility is laid out to encourage solace or to frustrate it. The Value Proposition Canvas entangles quite well with the [[Personal Projects]] framework of psychology scholar Brian R. Little, described elsewhere in this *Field Guide*. --- ## Tags (click to view related pages) #frameworks #sapling #functions/marketing #functions/sales #functions/gifts_grants #functions/people_operations #functions/spaces_systems