Trace the path from an unwanted situation to a better outcome, and name the functional, emotional, social, or economic value a solution creates. You’ll practice separating the problem, the benefit, and the solution so they don’t blur together.

Map who has the problem, who uses the solution, who decides, who pays, and who else is affected. This helps you reason through cases where the user is not the buyer, such as children’s apps, workplace software, or medical services.

Apply the previous explanations in a guided problem.

Build a clear promise that connects a customer’s problem to a specific solution, benefit, and reason to choose it over alternatives. You’ll compare direct competitors, substitutes, and “do nothing” as the options customers judge against.

Trace how perceived benefit, willingness to pay, price, cost, and margin fit together. You’ll see why a business must create enough value for the customer while capturing enough value to survive.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Sketch the basic system that lets a business deliver its promise: channels, key activities, resources, partners, revenue streams, and cost structure. You’ll use the logic behind the Business Model Canvas without turning it into a form-filling exercise.

Sort business uncertainty into desirability, feasibility, viability, and ethical or stakeholder risks. You’ll turn risky guesses into assumptions that can be reduced with small tests before a founder spends too much time or money.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Review this chapter with practice based on your mistakes.