The Canvas makes explicit how to create value for potential customers. It helps to design products and services customers want.

1. Draw the canvas as shown on the front.
2. Define customer jobs
Needs, problems they want to solve, tasks etc.
3. Add customer pains to the matrix.
Undesired costs, emotions, situations, risks that could occur before, during or after the customer job.
4. Add customer gains.
benefits, desires on every level (personal, economic, ecological…
5. Define your product.
key product and service features that are listed in your value proposition
6. Add the pain relievers.
How does your product solve the customer pains?
7. Define your gain creators.
What adds additional value to the customers, how do you create customer gains?