name of this idea:

Idea Napkin v.5 designer’s name(s):

who are you? what are

you offering?

people (P)
offering (O)

what are your distinctive

competencies? who
are you
offering
it to?
beneficiary /
customer (C)
distinctive
competencies (DC) why does
that person care?
Truly distinctive competencies
contribute to your capability to
add value, and are at the same time:

+ valuable and visible to the customer

+ rare among solution providers
+ superior to those of competitors
+ costly for others to imitate
value proposition (VP)

Seek the top high

right corner
of this chart:

impact

+ substitutes and
alternatives (SA) high
feasibility

the
Straight Up
proudly made available
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Business Institute
straightupbusiness.institute/toolkit