The document discusses value proposition framing for services using analogy. It provides examples of analogies such as "pain killers", "vitamins", "beauty cream", "happy pills", "force multiplier", "mess for less", and "life saver" and "relationship saver" that can be used to describe the benefits of services. The document asks the reader to provide their own service examples for each analogy and consider if any services combine multiple analogies. It also prompts the reader to identify which analogy can describe their innovative service project and think of other possible analogies.

1. SAN JOSE STATE UNIVERSITY
powering Silicon Valley
College of Business
Lucas Graduate School of Business

2. (1)
Pain Killers?
Vitamins?
Beauty Cream?
Happy Pills?
?
Adopted from a talk given by Jonah Berger, author of “Contagious, Why Things Catch on”, Simon & Schuster, 2013.
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3. (2)
Force Multiplier?
Mess for Less?
Life Saver?
Relationship Saver?
…………
Adopted from a talk given by Jonah Berger, author of “Contagious, Why Things Catch on”, Simon & Schuster, 2013.
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4.  Give
service examples for each of the
analogies.
 Are there services that combine two or three
of the analogies?
 Which analogy can you use to describe the
innovative service of your project?
 Can you think of any other analogies you can
use in framing your value propositions?
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5. Pain Killers?
Force Multiplier?
Vitamins?
Mess for Less?
Beauty Cream?
Life Saver?
Happy Pills?
Relationship Saver?
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