Great products and services doesn't start with the product itself. It starts a different place. It start with the jobs, needs and desires of your customer segment. It is the problems that occupy them in their life or in their work which is the key to succesful value proposition design. Many companies make the mistake of focussing too narrowly on the products and services that they offer. However, if you do this, you will risk losing connecting to your customer segments, because they only buy your product if they can see how it actually helps them in some important way.
Value Proposition Canvas is a wonderful tool to put yourself in the shoes of your customer. Watch this short video and learn how to use Value Proposition Canvas.