As BAs, we have all sorts of tools for understanding the customer. You're probably already using Personas, Empathy Maps, and Story Maps. They're all great tools for understanding the customer and their journey. One often overlooked aspect of solution design, however, is the impact the existing solution has on your customers. The Value Proposition Canvas, developed by Alexander Osterwalder, is another tool you can add to your toolbox. Using the VPC, you can validate the assumptions you're making about today's solution and turn them into insights for the solution of tomorrow.