Seizing the White Space

stop asking your customers “What do you need?” and start asking them “What are you trying to get done?”

Customers who want the convenience and freedom of a car but don’t want to own one outright

Key processes: The means by which a company delivers on the customer value proposition in a sustainable, repeatable, scalable, and manageable wa

Key processes: The means by which a company delivers on the customer value proposition in a sustainable, repeatable, scalable, and manageable way

If you can’t describe your customer value proposition in a few sentences that non-businesspeople can understand, then it is not clear or focused enough

The overall value of a successful CVP derives from three key metrics:
1. How important the job-to-be-done is to customers.
2. How satisfied customers are with current solutions.
3. How well the new offering gets the job done, relative to the other options.

Learning from its past success with the iPod, Apple again embraced a sales-and-service model and built the App Store

To develop new CVPs in the white space, you must stop trying to figure out what kinds of products people are trying to buy and instead work out what they are trying to get done in their lives in a given circumstance

elf. They are the critical assets, skills, activities, routines, and ways of working that enable the enterprise to fulfill the CVP and profit formula in a repeatable, scalable fashion

The third and fourth elements of the model, key resources and key processes, are the means by which the company delivers the value to the customer and itself