Customer Switching and Value Proposition Design

So, I’m sitting here minding my own business when my Twitter alerts start going crazy. Lo and behold, I discovered that Alex Osterwalder, creator of the Business Model Canvas, author of Value Proposition Design, and all-around great product thinker adapted a drawing I made a few years back based on Jobs-to-be-Done theory:

Alex overlaid his concepts of Value Maps and Customer Profiles on top of the Switching Forces that dictate whether a customer will abandon what they’re doing now in favor of what you’re offering. Here it is at a higher resolution:

Thanks for the shout-out, Alex!