Value Proposition Canvas | Glossary


A canvas which displays the Value Proposition. It represents where the company’s product often intersects with the customer’s desires. It represents the magic space between what you make and why people buy it. The value proposition is the crunch point between business and brand strategy.

It is helpful when a new company is being started. A Value Proposition canvas is a simple tool that rapidly gives you the ‘minimum viable clarity’ that is required to start the building and test procedures.

Further Reading

  • “Value Proposition Design: How to Create Products and Services Customers Want” (book), by Alexander Osterwalder.