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Boredom: the desire for desires
— Leo Tolstoy


PAIN   | pān

Noun: Nature's way of reminding you just how good something felt before it started hurting.

We all have pains in our lives. I’m running late. I’m tired. I’m bored. I’m scared. And we buy things to make the pain better or go away. We might buy “pain-killers” to help us cope with a bad back, or sometimes we buy a better chair to make the back pain go away completely. Alleviating pain is a primary driver when it comes to opening our wallet.

Pain is the other side of the coin called desire.

DESIRE   | dəˈzī(ə)r

NOUN: A strong feeling of wanting to have something or wishing for something to happen.

We all have desires. We want things. It’s just part of being human. We want to look cool. We want to be healthy. We want to find meaning. We want to feel important. We want good food. We want clothes that show who we are inside on the outside. We want a home that we enjoy walking into, filled with stuff we love. We want a song we can dance to. We want a story that envelopes us.




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A simple way to understand your customers needs, and design products and services they want. It works in conjunction with the Business Model Canvas and other strategic management and execution tools and processes. The Value Proposition Canvas allows you to design products and services that customers actually want. In this short video, we walk you through the tool and how it works.



Here’s an example of Hilken Mancini’s value proposition canvas for Punk Rock Aerobics. Note that she combined two existing things - punk rock and aerobics - that had not been combined before. There are unlimited details to work out but she made decisions based on her audience’s pain or desire.

Write down your audience’s pains and their desires. Then write down how your work specifically solves that pain, and/or how your work specifically fulfills that desire.