Gain Creators are the specific elements of a value proposition that generate positive outcomes and benefits for the customer. In the Value Proposition Canvas, they sit on the offering side and correspond directly to Customer Gains on the customer side. The task is to define one or more Gain Creators for each relevant Customer Gain that actually deliver that benefit.
For example: if a customer gain is time savings in accounting, the Gain Creator could be automatic receipt capture via photo. If a gain is social recognition, the Gain Creator could be a visible quality seal or a premium membership. Not every gain needs to be addressed: what matters is identifying the gains most relevant to the purchase decision and developing compelling Gain Creators for those. A value proposition that addresses many small gains but fails to convincingly solve any essential gain remains interchangeable.
The concept comes from the Value Proposition Canvas by Osterwalder. Gain Creators should always be considered in conjunction with Pain Relievers, since a strong value proposition both alleviates pain and generates positive outcomes.
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