<p>In value proposition design, focus your strongest efforts on customer jobs that fit in the middle of a Venn diagram comprising</p>
<ul class="enhanced-list enhanced-list--unordered">
<li class="enhanced-list__item">Important: The customer's success or failure at completing the job leads to significant gains or pains</li>
<li class="enhanced-list__item">Tangible: The results of success or failure are experienced immediately or often</li>
<li class="enhanced-list__item">Unsatisfied: The customers' needs are not yet being met by existing value propositions in a satisfying way</li>
<li class="enhanced-list__item">Lucrative: Many people need to complete the job, or a smaller number are willing to pay a premium to complete the job</li>
</ul>
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<h4 id="related">Related</h4>
<ul class="enhanced-list enhanced-list--unordered">
<li class="enhanced-list__item"><a href="/topics/design" class="js-nextjs-link">jobs-to-be-done</a></li>
</ul>
<h4 id="citations">Citations</h4>
<p>Osterwalder, Alexander. “The High Value Customer Jobs You Need to Focus On.” Strategyzer (blog). Accessed November 8, 2020. <a href="https://www.strategyzer.com/blog/the-high-value-customer-jobs-you-need-to-focus-on">Link</a>.</p>

Learn how to identify high-value customer jobs by focusing on important, tangible, unsatisfied, and lucrative needs to create effective value propositions that drive business success.

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Focus product development on customer jobs that are important tangible unsatisfied and lucrative

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