In the following videos you will get an introduction to one of the key concepts of Value Proposition Canvas. This concept is 'jobs-to-be-done'.
The jobs-to-be-done concept emerges from the need to shift your focus away from ordinary demographic customer characteristics. It emerges as a wonderful concept to really understand what it is that makes your customer segment buy the products it buys. When thinking about jobs-to-be-done you recognise that people always buy products to achieve something in their life or in their work. You recognise that they always try to solve a specific job and that you need to help them with that.
These videos are a good introduction to the jobs-to-be-done concept, told by one of its prime advocators, Clay Christensen.