Uncovering Unarticulated Unserved Opportunities
The Value Proposition Canvas is often used to identify and articulate the problem a customer wants to be solved. And by examining the core motivation of the customer desire, we sometimes uncover the unarticulated, unserved needs of the customer. And if there are enough of such customers, it forms a new unserved market to be exploited.
To uncover such opportunities, we form hypotheses and test them with customers, gathering insights to establish if enough customer forms a sizeable market segment.
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