Defining the value proposition starting with the Purpose
The Value Proposition is what our organization, and we as part of it, envision for our stakeholders in order to contribute the prosperity of the system consistently with our Purpose. Designing a Value Proposition aligned with Purpose, Principles, and Strategic Goals (SDGs) enables the creation of shared value by multiple stakeholders considering the needs of customers, shareholders, suppliers, partners, and workers, as well as the long-term impacts on the environment and society as a whole. The value proposition is positioned at the heart of the Design-Driven Innovation Business Model Canvas
Generate value that is mutually beneficial to the organization, the economy, the people, and the planet.
How to design an Impact Value Proposition Toolbox
Start from the customer/stakeholder profile
Identify the job(s) to be done, and the respective pains and gains. In doing so, consider the information you have gathered through qualitative analysis activities, such as in-depth interviews, empathy maps and journey maps.
1. First Step
After you have filled in the customer/stakeholder profile you can proceed with the compilation of the value map by identifying the products & services, pain relievers and gain creators that meet the needs of the considered system actor.
2. Second Step
Assess your value proposition by considering not only the end user you are addressing but the entire ecosystem in which they are embedded. Look at the process through the lens of impact and, using the Impact Value Proposition Assessment, examine your system-level innovation from a Planet, Network and Prosperity perspective.
3. Third Step
Stress the consistency of your value proposition using the Impact Value Proposition Statement. Begin by noting the types of value you are creating from a Planet, Network and Prosperity perspective; then, identify the key performance indicators (KPIs) and metrics to track to measure impact. Finally, create your value proposition statement.
