Above is what I’m calling the Customer Value Map (CVM). Those familiar with the Value Proposition Canvas (VPC) first introduced by Alex Osterwalder and team in Value Proposition Design will recognize many common elements. I’ve been a big fan of the VPC, but as I’ve used it with various teams over the past few years, I’ve struggled with a few aspects of the tool.

So, the Customer Value Map puts the customer first and adds three important elements:

• A Persona space for succinctly (probably in bullet list form) describing the target customers.
• A Market Discipline space for describing the long term focus required to maintain competitive differentiation.
• A Product Positioning statement to capture, in sentence form, the core reason that the target customers will value the offer and choose it over other options.

Read an introduction to the Customer Value Map.

Tools for creating a Customer Value Map coming soon!