Strategy

Value Discovery Session

Value discovery helps teams understand what creates value for customers. It moves beyond feature lists. This exercise forces teams to think beyond "what we could build" to "what would make customers' lives measurably better." It's the foundation for building products customers will pay for.

Duration
2 hours
Group Size
5-8
Category
Strategy
Difficulty
Easy
Energy
Medium

Objectives


  • Distinguish between features and customer value.

  • Articulate testable value propositions.

  • Prioritize value by impact and differentiation.

  • Design value validation experiments.

  • Align team on customer-centric value creation.

Outcomes


  • Clear articulation of customer value in customer language.

  • Prioritized value propositions for different segments.

  • Validated value hypotheses ready for testing.

  • Team aligned on value-driven development.

Step-by-Step Instructions


  1. Customer Context (30 minutes): Review customer research. Refine customer personas. Map the customer's current situation and pain points. Identify jobs customers are trying to get done.

  2. Value Hypothesis Generation (30 minutes): Brainstorm potential sources of value. Consider functional, emotional, and social value. Map value against customer jobs and pain points. Prioritize by potential impact and differentiation.

  3. Value Proposition Crafting (30 minutes): Select top 3 value hypotheses. Write value proposition statements for each. Define how you would measure value delivery. Identify what must be true for each to work.

  4. Assumption Testing Planning (30 minutes): List assumptions underlying each value proposition. Prioritize by risk (importance x uncertainty). Design quick experiments to test top assumptions. Assign ownership and timelines for validation.

  5. Debrief (15 minutes): Share value propositions across the team. Identify quick wins and strategic bets. Plan next steps for validation. Total duration: 2 hours.

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Facilitator Tips

Ground the discussion in customer evidence, not assumptions. Push teams past feature thinking to outcome thinking. Use "So what?" to get to real value. Frame value from the customer perspective, not the company's. A common pitfall is confusing features with value. Ensure experiments are designed to validate value hypotheses. Look for the team to articulate value in the customer's language. Sometimes, teams struggle to move beyond what they think is valuable. Be patient and redirect.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Value Proposition Canvas templates.

  • Customer persona documents.

  • Sticky notes (multiple colors).

  • Markers and large paper.

  • Customer research summaries.

  • Competitive analysis.

  • Market data and trends.

  • Collaborative whiteboard (Miro, FigJam).

  • Shared documents for value proposition drafts.

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Resources & Templates

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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Discussion

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