To have commercial success, in designing a value proposition one needs to directly target customers’ most pressing and important jobs-to-be-done, pains and gains. Our work typically starts with analyzing the external environment and customer needs and fit with the current offering. Next we move towards developing new ideas for creating value to customers, then redefining the value proposition to fit customer needs. Finally, the value proposition prototypes need to be tested for validation and fine-tuning, to ensure successful go-to-market.