Value Proposition Canvas
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5 Common Mistakes to Avoid When Using the Value Proposition Canvas
On the right hand side of the canvas is the Customer Profile. This circle contains only things that can be observed. These things are outside of your direct control. On the left hand side of the canvas is the Value Map. This square contains the things that you will design into your value proposition to address the jobs, pains, and gains of the target customer segment. These are the things that are within your realm of control.