The Art of Testing Value Propositions
Make sure your experiments allow you to
It is an art to test how much your customers care
understand which aspects of your products and
about your value proposition because the goal
services customers appreciate, so that you can
is to do so as cheaply and quickly as possible
avoid offering anything unnecessary. In other
without implementing the value proposition in its
words, remove any features or efforts that don’t
contribute directly to the learning you seek.
You need to test your customers’ taste for your
Always make sure you aim to ﬁnd the simplest,
products and services one pain reliever and gain
quickest, and cheapest way to test a pain reliever
creator at a time by designing experiments that
or gain creator before you start prototyping prod-
are measurable, provide insights, and allow you to
ucts and services.
learn and improve → p. 214.
193 STRATEGYZER.COM / VPD / TEST / 3.1
Provide evidence showing that your customers care about how your products and services kill pains and create gains.
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