The Value Proposition Canvas is a “deep dive” based on the Business Model Canvas and – just like the Design Thinking method – puts the customer/user and its needs in the center of entrepreneurial action.
The question regarding the customer's needs is answered by true customer interviews. The design team enters the solution room not until the customer’s needs are fully understood.
Based on a profound understanding of its customers, an organization is in the position to design and enhance products and services that its customers want and love. A newly identified and hence unsatisfied customer need is often the source for innovation.