The Value Proposition Canvas—But Make It Profitable Good (Chapter 2 Twist)

This video’s main point is simple (and powerful): the Value Proposition Canvas makes the customer real—so you stop selling features and start solving the jobs, pains, and gains that actually drive decisions.

What the video is really saying

The tool works when you do it in this order:

1) Customer Profile (start here)

• Jobs: what they’re trying to get done

• Pains: what makes it hard, risky, annoying, expensive

• Gains: what “success” looks like

2) Value Map (only after you understand the customer)

• Products/Services

• Pain Relievers

• Gain Creators

The goal is fit: your pain relievers and gain creators match what the customer actually cares about.

https://www.youtube.com/watch?v=wdZhA4Vqtug

The Profitable Good Chapter 2 version: add the sustainability “proof layer”

In The Profitable Good, sustainability isn’t a side label—it’s woven into the business logic using frameworks like the Four Ps (People, Planet, Profit, Purpose), the Four Lenses of Sustainability, and the ancient balance of Sumaq Qamana.

So here’s the Chapter 2-style upgrade to the canvas:

Add 3 checkboxes to every sticky note you write

When you list a pain or gain, tag it:

• People: who benefits or is burdened?

• Planet: what resource/impact reality is present?

• Proof (Profit + Purpose): what would make this credible enough to act on?

This keeps you from writing vague claims like “eco-friendly” and pushes you toward specific value + credible evidence.

A fast prompt to use in your next canvas session

After you finish the standard canvas, ask:

“Which top customer pain becomes more urgent because of People, Planet, Profit, Purpose values of Sumaq Qamana balances—and what proof would remove doubt?”

That question is where “nice idea” turns into compelling, trustworthy value.