This workshop teaches a framework for creating compelling value propositions. It emphasizes defining the target customer ("for who"), identifying their unmet needs or problems ("what"), and evaluating the proposition's urgency, workability, and market viability. The instructor stresses the importance of customer feedback and understanding the user's perspective to ensure the value proposition addresses a real, significant problem. The workshop also explores the difference between latent (aspirational) and blatant (critical) needs and the importance of building a platform to allow for scalability and adaptability. This lecture focuses on building a successful value proposition for a startup. It emphasizes moving beyond the "faster, better, cheaper" approach and instead focusing on creating a product that is **Disruptive, Discontinuous, and Defensible (3Ds)**. The speaker introduces frameworks for evaluating a value proposition: comparing the "before" and "after" situations for the customer, calculating the gain-pain ratio, and defining a minimum viable segment. The ultimate goal is to identify a product that addresses a critical, underserved need with a sustainable business model.