how to create an offerBy Evunn August 21, 2026September 5, 2026

How to Design an Offer: Create a Valuable Offer Customers Want | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

This roadmap is part of the EVUNN business-building journey. Tell us what you’re building and where you are right now, and we’ll point you to the roadmap that’s right for your situation – free.

Free |Takes 1 minute

THE PROBLEM: I understand the problem, but I don't fully understand what it's like to experience it.

To have a profitable business, you nust know how to design an irresistable offer

Step 5 : Design The Offer

Now you’ve already done most of the work that should come before offer creation.

You have:

A validated customer problem
A Most Promising Solution
A Problem–Solution Fit assessment
A defined Customer Outcome
A Transformation Roadmap

So, you need to turn those pieces into an actual offer.

This is where you move from I can solve this problem to here is the specific offer I will provide to help this customer achieve this outcome.

Your offer should not simply package your expertise. It should package your expertise around the customer’s desired transformation.

The EVUNN Mindset Shift

You go From What Can I Sell? → What Offer Creates The Most Value For This Customer?

Most experts begin with what they already know how to deliver like I’ll offer consulting or I’ll create a course.

But those are delivery formats, not offers.

Your offer needs to answer: Who is this for? What important problem does it solve? What outcome does it help create? What transformation does it provide? What exactly does the customer receive? Why is this worth paying for?

This is where $100M Offers becomes particularly useful.

Recommended Book For Step 5: $100M Offers

Author: Alex Hormozi

Time Investment: 5+ hours (Audiobook)

Listen to Audiobook with Audible free trial |Buy at Amazon

The Big Idea From 100M Offers

The core idea of Alex Hormozi’s book, $100M Offers, is that most businesses do not have a marketing or traffic problem, they have an offer problem. To fix this, businesses must create what Hormozi calls a Grand Slam Offer, which is packaged so uniquely and carries so much value that it places the business into a category of one, making price comparison impossible and allowing the business to charge premium prices.

The ultimate goal is to structure a deal that is so overwhelmingly attractive that your ideal customers feel stupid saying no.

Now use Hormozi’s framework to think about how to construct the offer around the customer’s desired outcome and increase its perceived value.

You do not need to read the entire book for this step. Your job right now is to extract the parts that help you design the core offer.

What Chapters of 100m Offers Should you Focus on Now? Focus on these:

Section III – Value:r Create Your Offer

Chapter 6 – Value Offer: The Value Equation (Essential)

This introduces the framework for thinking about perceived value.

Pay particular attention to the relationship between:

Desired outcome
Perceived likelihood of achievement
Time delay
Effort and sacrifice

This is highly relevant to the offer you’re designing.

Chapter 7 – Free Goodwill (Skim)

Use this to understand the role of giving value before or around the offer.

Don’t let this turn your offer into a collection of free bonuses.

Chapter 8 – Value Offer: The Thought Process (Essential)

Use this to understand the thinking process behind constructing an offer around the customer’s desired outcome.

Chapter 9 – Value Offer: Creating Your Grand Slam Offer Part I – Problems & Solutions (Essential)

You have already identified the customer’s problem and your proposed solution.

Now use this chapter to think about how those pieces can become components of the offer.

Chapter 10 – Value Offer: Creating Your Grand Slam Offer Part II – Trim & Stack (Essential)

Use this to decide:

What belongs in the offer
What should be removed
What should be combined
What genuinely adds value

The goal isn’t to make the offer bigger.

It’s to make it more valuable and coherent.

What to Skip for Now

Section IV – Enhancing Your Offer

Chapters 11–16 are useful, but I would not make them the focus of Step 5.

They cover:

Scarcity
Urgency
Bonuses
Guarantees
Naming

These are important offer-enhancement decisions, but EVUNN has deliberately separated offer creation from offer strengthening.

You’ll deal with these more deliberately in step 8 : Offer Value Builder

What You Can Skip For Now

Section I: How We Got Here

Chapters 1–2

Useful background, but not necessary for completing this step.

Section II: Pricing

Chapters 3–5

Important, but pricing has its own place in EVUNN under Step 9: Pricing Strategy

Your focus now should be on designing the offer.

Section V: Execution

Your First $100,000

Not relevant to this step.

Your Step 5 Outcome

By the end of this step, you should have a Complete Offer Blueprint that contains:

Target Customer
↓
Validated Problem
↓
Most Promising Solution
↓
Customer Outcome
↓
Transformation Journey
↓
Core Offer
↓
Offer Components
↓
Value Drivers
↓
Delivery Format
↓

Clear Offer Statement

It’s time to build the offer. You have a solution. Now turn it into something your customer can clearly understand, see the value in, and feel confident paying for.

🔓 Use the EVUNN Execution Toolkit – Offer Design & Value Canvas

The EVUNN Offer Design & Value Canvas helps you define the customer, core promise, transformation, offer components, value drivers and delivery format, so you finish this step with a complete offer blueprint that tells peoole exactly what you’re offering, who it’s for, what they get, and why it’s worth paying for.

Skipping this step means having a good solution and creating an offer people don’t understand or value.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life. Plus access to EVUNN Doers Community
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

If you have implemented this step, you should now have a designed offer.

However, you still need to decide how that offer should be packaged and experienced by the customer.

What exactly do they receive?
How is it structured?
How is it delivered?
What is included, and what isn’t?

We will figure that out in the next step.

Next? Step 6: Package The Offer

The question we will answer in the next step is: How should I structure and package this offer so the customer clearly understands what they’re buying and can successfully experience the transformation?

Customer Transformation JourneyBy Evunn August 21, 2026September 5, 2026

Customer Transformation Journey: How to Map the Path to their Desired Outcome | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

THE PROBLEM: I know the outcome my customer wants, but I don't know how to map the journey that gets them there.

To create an irresistable offer, you need to be able to map the journey that leads the custoner to the desired outcome

Step 4: Map The Transformation

Step 4 is the bridge between the desired outcome and the actual design of the offer. Look at the steps that lead to the offer this way:

Step 3 = Where does the customer want to get to?
Step 4 = What has to happen to get them there?
Step 5 = What will I actually offer to help them get there?

In Step 3, you defined the customer’s desired outcome.

You now know where the customer wants to go. However, a desirable outcome isn’t a transformation by itself.

If your customer is currently struggling with a problem and wants a meaningful result, something has to happen between those two points.

They may need to:

change a behaviour
learn something
make a decision
overcome an obstacle
complete a series of actions
adopt a new process
build a capability
change how they approach the problem

Your job now is to understand the sequence of change.

The EVUNN Mindset Shift

From What Am I Selling? → What Transformation Must Happen?

Experts often jump straight from my customer has this problem to I’ll sell them six coaching sessions.

But that means starting with your delivery format.

EVUNN takes a different approach.

First ask: What has to change for this customer to achieve the outcome?

Then: What does the customer need to do, learn, decide, stop, start or accomplish along the way?

Only after you understand that journey should you decide how your expertise should be packaged and delivered.

No Book Recommendation. Step 4 is Purely Implementation Focused

This step only requires you use the information gathered so far and create a journey to the customer outcome using the EVUNN Transformation Roadmsp Journey Toolkit

What is a Transformation Journey?

A transformation journey maps the movement from: Current State to Desired State. But don’t simply list your service modules.

For example, this is not a transformation roadmap:

Module 1 → Module 2 → Module 3 → Module 4

That’s your curriculum.

Instead, map what changes for the customer:

Unclear about what to sell
↓
Identifies a specific customer problem
↓
Develops a relevant solution
↓
Builds confidence in the solution
↓
Creates a compelling offer
↓
Gets the offer into the market
↓
Achieves the desired outcome

The journey should describe customer progress, not simply what you teach or deliver.

Your Step 4 Outcome

When you implement this step welk, at the end, you should have a Customer Transformation Roadmap containing:

1. Current State
Where the customer starts.

2. Desired State
Where they want to end.

3. Major Obstacles
What prevents progress.

4. Transformation Milestones
What needs to change along the way.

5. Customer Actions
What the customer must do.

6. Your Intervention Points
Where your expertise can help.

7. Evidence of Progress
How you’ll know the customer is moving forward.

It’s time to map the journey. You know the result your customer wants. Now work out what needs to happen to get them there.

🔓 Use the EVUNN Execution Toolkit – Transformation Roadmap Journey Toolkit

Turn the customer’s current situation and desired outcome into a clear journey of transformation.

The EVUNN Transformation Roadmap Journey Toolkit helps you map the steps your customer needs to take, from where they are now to where they want to be.

Don’t build your offer without completing this step or you risk creating an offer that promises big results with no clear map to get there.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life. Plus access to EVUNN Doers Community
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

You now know the problem → the solution → the fit → the outcome → the transformation.

But you still haven’t defined exactly what you’re going to sell. The next step is where you turn the transformation into a concrete offer.

Next? Step 5: Design The Offer

The question we’re now trying to answer in the next step is: what exactly should I offer to help this customer achieve this transformation?

Now your expertise, solution and transformation journey come together to form the foundation of your actual offer.

Customer outcomeBy Evunn August 21, 2026September 5, 2026

Customer Outcome: How to Define the Result Your Customer Wants | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

THE PROBLEM: I know the problem I want to solve, but I'm not clear on the result my customer actually wants

To build a solution people will want to quickly pay for, you must understand the outcome or result the customer wants to achieve

Step 3: Define The Customer Outcome

In Step 2, you tested whether your Most Promising Solution actually addresses the customer’s problem.

Now you need to go one level deeper. A customer doesn’t usually pay simply because they have a problem.

They pay because they want to change something about their situation.

They want to:

achieve something
become something
stop something
improve something
save something
gain something
move from one situation to another

For example: “I don’t know how to market my consulting business”is a problem but “I want a predictable way to attract qualified consulting clients” is closer to the outcome they want

That distinction is important because your offer shouldn’t simply promise to solve a problem. It should help the customer understand:

“What will be different for me if this works?”

The EVUNN Mindset Shift

From What Problem Do I Solve?→ What Result Does The Customer Want?

Experts often describe their businesses around the problem they solve. For example, they say, “I help businesses with marketing.” or “I help professionals with leadership.”

But customers don’t buy problems being solved in the abstract. They want a meaningful change in their situation. So instead of asking what problem does my solution solve? Ask, what does the customer want to be able to do, achieve or experience after this problem is solved?”

Your expertise describes what you can do. The customer outcome describes what they want to accomplish.

No Book Recommendation. This Step is Only Implementation Focused.

You will Need Only the EVUNN Customer Outcome Builder Toolkit for this Step

What is a Customer Outcome?

A customer outcome is the meaningful result the customer wants to achieve as a consequence of solving the problem. It should be more specific than “Improve their business.” And more meaningful than: “Complete six coaching sessions.”

The first is too vague. The second describes your delivery, not the customer’s outcome. A useful outcome describes the customer’s desired change.

Think about it this way: frin current situation to desired situation.

For example:

Current:
“I rely mostly on referrals and don’t know where my next clients will come from.”

Desired:
“I have a reliable way to generate qualified leads every month.”

That desired state becomes the destination your solution and eventual offer are designed to help the customer reach.

Your Step 3 Outcome

By the end of this step, you should have:

Customer Outcome Statement

Current Situation:

Desired Situation:

Functional Outcome:

Business/Practical Outcome:

Why It Matters:

Evidence of Success:

This gives you the destination your offer needs to help the customer reach.

It’s time to get specific.

Don’t just describe what your solution does. Define what you want your customer to achieve because of it.

🔓 Use the EVUNN Execution Toolkit – Customer Outcome Builder

Turn the problem you’ve validated and the solution you’ve explored into a clearly defined customer outcome.

The EVUNN Customer Outcome Builder helps you turn your solution into a clear, meaningful result your customer can understand and want to pay for.

Do this before you build your offer so you don’t end up selling what you do instead of the result your customer actually wants.

What Should I Do Next?

You now know where the customer wants to get to., but knowing the destination isn’t enough. You need to understand how the customer gets there.

What has to change first?
What obstacles must they overcome?
What milestones must they reach?
What does the customer need to do, and what does your solution need to help them do?

Those are the questions we will focus on in the the next step.

Next? Step 4: Map The Transformation

The question we’re now trying to answer: is how does my customer move from their current situation to the outcome they want?

This becomes the foundation for designing the actual transformation your offer will deliver.

Problem solution fitBy Evunn August 21, 2026September 5, 2026

Problem-Solution Fit: How to Test If Your Solution Solves a Real Problem | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I've chosen a promising solution, but I don't know if it actually fits the problem my customer cares about.

To find a solution people would want to pay for, ensure it actualky solves the problem

Step 2 - Test Problem–Solution Fit

In Step 1, you explored three possible solutions and selected the Most Promising Solution.

But promising doesn’t mean proven. Your solution may sound logical to you because it draws on your expertise., but the real question is whether it meaningfully addresses the customer’s problem.

A solution can be:

technically good but irrelevant
useful but not important enough
capable of solving only part of the problem
based on an assumption about what customers need

So before you turn the solution into a complete offer, you need to examine the fit between the Customer’s Problem and Your Proposed Solution

The question is not, is my solution a good idea? It’s: Does this solution meaningfully address the problem this customer needs to solve?

The EVUNN Mindset Shift

From My Solution Makes Sense to My Solution Fits Their Problem

Experts naturally evaluate ideas from their own perspective like: This is what I know how to do. Or this should help them. Or I’ve used this approach before.

But your expertise doesn’t prove that the solution fits the customer’s situation.

Instead, ask: What part of the customer’s problem does this solution address? Which pain does it relieve? Which desired gain does it support? What important part of the problem does it leave unresolved?

You’re not trying to prove your idea is right. You’re trying to discover how well it fits.

Recommended Book for this Step : Value Proposition Design

Author: Authors: Alexander Osterwalder, Yves Pigneur, Gregory Bernarda & Alan Smith

|Buy Book at the Bookshop

In Step 1, you used this book to explore possible solutions.

Now you use the concept of Fit to examine whether your Most Promising Solution actually connects to what the customer needs.

The Value Proposition Canvas connects:

Customer Profile

Jobs
What the customer is trying to accomplish.

Pains
What makes that difficult, frustrating or risky.

Gains
What they want to achieve or experience.

with:

Value Map

Products & Services
What you’re proposing to provide.

Pain Relievers
How your solution addresses their pains.

Gain Creators
How your solution helps create their desired gains.

The objective is to find a meaningful connection between the two.

Which Parts Of The Book Should You Read?

You don’t need to read the entire book again. Focus on:

1.1 Customer Profile Review

Go back to:

Jobs
Pains
Gains

Much of this already exist from Phase 1.

Your task is to make sure you’re still solving the right problem for the right customer.

1.2 Value Map (Essential)

Review:

Products & Services
Pain Relievers
Gain Creators

Use this to examine exactly how your Most Promising Solution is supposed to create value.

1.3 Fit ( Essential)

This is the most important section for Step 2.

Focus on whether your Value Map actually addresses the Customer Profile.

3.1 What To Test (Recommended)

Use this section to identify the assumptions behind your proposed solution.

Ask:

“What must be true for this solution to actually work for the customer?”

3.2 Testing Step-by-Step (Recommended)

Use this as a reference for thinking about how those assumptions could eventually be tested.

3.3 Experiment Library (Skim)

You don’t need to study every experiment. Use it only when you need an idea for testing a specific assumption.

3.4 Bringing It All Together (Recommended)

Useful for connecting your customer profile, value map and testing process.

What You Can Skip For Now

You can skip:

2.5 Finding The Right Business Model

Business model development isn’t the focus of this step.

2.6 Designing In Established Organizations

Not central to the expertise-based businesses EVUNN is helping build.

4. Evolve

This is more relevant after you’ve developed and tested the business.

Your Step 2 Outcome will be:

By the end of this step after going through the recommended chapters and impkementing this step with EVUNN Solution-Fit toolkit, you should have:

Your Most Promising Solution
The specific customer problem it addresses
The customer jobs, pains and gains it connects to
The specific pain relievers and gain creators
The gaps in the solution
Your key assumptions
The evidence you currently have
A Problem–Solution Fit Decision

Now, it’s time to test what you’ve designed.

You have a solution in mind. Now put it against the problem you uncovered and see if the two actually fit.

EVUNN Execution Toolkit

Problem–Solution Fit Canvas

Ready to test whether your solution actually fits the problem?

The EVUNN Problem–Solution Fit Canvas helps you check whether your solution addresses the problem your customer cares about and where it may still fall short.

Do this before you invest more time building. Otherwise, you could end up with a solution that looks right on paper but doesn’t solve the problem well enough.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

If you have implemented this step, by now you should have a solution that has been examined against the problem.

But solving a problem isn’t necessarily the customer’s ultimate goal.

The customer isn’t simply trying to remove a problem. They’re trying to get somewhere better.

So the next question is: What meaningful result does this customer actually want to achieve?

Next? Step 3: Define The Customer Outcome

The question we’re now going to answer in the next step is: What does success look like for the customer?

That outcome will become the foundation for the transformation you eventually build into your offer.

Design the productBy Evunn August 20, 2026September 4, 2026

Design the Solution: How Do I Develop a Product or Service That Solves a Problem? | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

Evunn Steps for Offer Design & Validation

A good solution isn’t automatically a good offer.

EVUNN takes you through 10 simple steps to turn a validated problem into an offer people can understand, value and pay for as follows:

Step 1. Design the Solution

⬇️

Step 2. Problem-Solution Fit

⬇️

Step 3. Customer Outcome

⬇️

Step 4. Customer Transformation

⬇️

Step 5. Design the Offer

⬇️

Step 6. Package the Offer

⬇️

Step 7. Value Proposition

⬇️

Step 8. Increase Offer Value

⬇️

Step 9. Price Yourself

⬇️

Step 10. Validate offer

Don’t skip ahead. Each step builds on the one before it.

PROBLEM: I know the problem I want to solve, but I don't know what solution I should create.

To find the right solution for the validated problem, first brainstorm solutions

Step 1: Design The Solution

You have already done the hard work of identifying and validating a problem.

But knowing that a problem exists doesn’t tell you what you should sell.

You may have several ways your expertise could help like starting: a consulting service, a coaching programme, a training programme, done-for-you service, digital product, a workshop, a toolkit, or a combination of services and products.

The challenge is deciding:

What solution should I create to address this specific problem?

The EVUNN Mindset Shift

From What Can I Sell? → What Would Solve this Problem?

When you have expertise, it’s easy to start with what you already know how to deliver.

You might think, I can coach them, I can create a course, I can provide consulting, but your existing expertise is not the solution.

The solution should be designed around the customer’s validated problem and needs.

Instead of asking: What can I sell?

Ask: What could I create that would help this customer overcome this problem?

This keeps you from packaging your expertise before understanding what the solution needs to be.

Recommended Book for this Step: Value Proposition Design

Authors: Alexander Osterwalder, Yves Pigneur, Gregory Bernarda & Alan Smith

Buy the book at the Bookshop

The Big Idea from Value Proposition Design

A valuable solution isn’t simply something you know how to deliver. It should connect to what the customer is actually trying to accomplish.

This book provides the Value Proposition Canvas, which connects:

Customer Profile (Jobs-to-be-done, Pains, Gains) with Value Map (Products & Services, Pain Relievers, Gain Creators)

The goal is to find fit between the two.

This gives you a useful way to move from my customer has this problem to:

“Here is what my solution needs to do to help them.”

Which Parts Of This Book Should You focus on?

You do not need to read the entire book for this step. Focus on:

Part 1. Canvas

This is the most important section for this step.

Part 1.1 Customer Profile

Review:

Jobs
Pains
Gains

You have already gathered much of this information during Phase 1.

Your job here is to bring that customer understanding into the solution-design process.

Part 1.2 Value Map (Essential)

Focus on:

Products & Services
Pain Relievers
Gain Creators

This is where you begin translating customer needs into potential solution components.

Part 1.3 Fit (Essential)

Understand how the Value Map connects to the Customer Profile.

This introduces the idea that your solution should address things that actually matter to the customer.

Part 2. Design

You only need selected parts here.

Part 2.1 Prototyping Possibilities (Recommended)

This helps you explore different possible solutions rather than immediately committing to your first idea.

Part 2.2 Starting Points (Recommended)

Useful for generating possible starting points for solution design.

Part 2.3 Understanding Customers

Skim this part.

You’ve already done substantial customer understanding in Phase 1, so don’t duplicate that work.

Part 2.4 Making Choices (Recommended)

Useful when you have several possible solutions and need to decide which direction to pursue.

Parts You Can Skip For Now

Part 2.5 Finding The Right Business Model (Skip for now)

Business model design belongs elsewhere in the EVUNN roadmap.

Part 2.6 Designing In Established Organizations (Skip)

Your audience at this stage is primarily building or developing an expertise-based business, so this isn’t essential.

Part 3. Test (Don’t study this section yet)

Testing becomes much more relevant later when we reach Step 10 – Offer Validation

You don’t want to confuse designing a potential solution with validating the final offer.

Part 4. Evolve (Skip for now)

This is more relevant to continuous improvement after you’ve taken the solution into the market.

You are simply asking: What could I create that would genuinely help this customer solve this problem?

Buy the book at the Bookshop

Your Step 1 Outcome

By the end of this step, you should have:

Generated 3 potential solutions with each of them connected to the:

Validated Problem
↓
Customer Pain
↓
Desired Gain
↓

Final Result at the end of this step – Select 1 Most Promising and strongest Solution out of the 3 solutions to take into Step 2.

🔓Your EVUNN Execution Toolkit

Ready to turn your validated problem into potential solutions?

Use the Solution Design Canvas. It guides you through the customer pains, desired gains, solution possibilities and assumptions behind each option helping you create and select the right solution to solve the validated problem.

Don’t start building a solution without taking this step or you risk creating a solution that sounds good to you but doesn’t really solve the problem.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

You now have a potential solution but there’s still an important question you haven’t answered yet: Does this solution actually solve the problem well enough?

A solution can sound logical to you and still fail to address what the customer actually needs.

That’s what the next step is necessary.

Step 2: Test Problem–Solution Fit

The question we’re now trying to answer is: does my proposed solution actually address the problem my customer cares about?

Problem ValidationBy Evunn August 18, 2026September 4, 2026

Problem Validation: How to Test a Business Problem Before Building | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I've identified and framed a problem, but I don't know if it's worth building a business around.

To build a solution people will gladly pay for, you must validate the problem with real people with the problem

Step 9: Problem Validation

You’ve done the investigation. By now, you’ve also:

Identified potential problems
Understood customer motivation
Developed empathy
Explored the customer’s job
Conducted customer discovery
Prioritized the strongest problem
Mapped the problem
Framed it clearly

But there is still a difference between: People have this problem and I have evidence that this problem is worth building a business around.

That’s what validation is for.

The Evunn Mindset Shift

From Belief → Evidence

At this stage, don’t try to prove that your idea is right.

Try to find out whether it is right. Don’t ask how can I make this idea work?

Ask:

“What would I need to learn to decide whether this problem deserves further investment?”

Your goal isn’t certainty. Your goal is to reduce the biggest risks before you commit significant time, money and effort in building a solution.

You don’ t want to spend tine and money creating a solution no one will want to pay for.

Recommended Book for this Step: Testing Business Ideas

Author: David J. Bland & Alexander Osterwalder

Time Investment: 5+ hours (Audiobook)

Buy at the Bookshop

The Big Idea from Testing Business Ideas

Test your most important assumptions before investing time and miney in your business idea.

The book is often associated with startups, but its underlying method works equally well for coaches, consultants and professionals.

Why? Because an expertise-based business also rests on assumptions like:

People have this problem,
It’s important enough for them to act,
They want a better solution,
They will choose my approach.
They are willing to invest in solving it.

You don’t need to build a startup to test these assumptions. You need to design small experiments that produce useful evidence.

How this Applies To Coaches And Professionals

A coach doesn’t necessarily need to build an app. A consultant doesn’t need to develop a complicated MVP.

A lawyer doesn’t also need to create a technology platform.

Your experiment could be:

A paid pilot
A workshop
A consultation
A landing page
A waitlist
A pre-sale
A prototype service
A structured offer test
A customer commitment
A small real-world experiment

The principle is:

Find the cheapest and fastest way to test the assumption that matters most to the survival of that business idea.

Which Parts of Testing Business Ideas Should You Focus on?

You do not need to read the entire book. Focus on the sections that help you design and run useful experiments as follows:

Section 1: Design

Shape The Idea – p. 15 (Essential)

Use this to clarify what you’re actually trying to test. You don’t want to test a vague business idea.

Section 2: Test

Hypothesize – p. 27 (Essential)

Turn your assumptions into explicit hypotheses.

Ask: What must be true for this problem and business opportunity to work?

Experiment – p. 41 (Essential)

Learn how to design a test that can generate evidence.

Learn – p. 49 (Essential)

The purpose of an experiment isn’t simply to get a positive result.

It’s to learn something that changes your decision.

Decide – p. 59 (Essential)

Determine what you will do with the evidence.

Should you Continue?Change direction? Investigate further? Or Stop?

Section 3: Experiments

Select An Experiment – p. 91 (Essential)

This is particularly useful for EVUNN toolkit users.

You need to choose the simplest appropriate experiment for the assumption you’re testing.

Discovery – p. 101 (Recommended)

Use this to understand experiments designed to discover whether your assumptions are actually true.

You have already conducted customer discovery in Step 5, so focus on the parts that add new evidence rather than repeating that work.

Validation – p. 231 (Essential)

This is the core of Step 9.

Focus on experiments that can provide stronger evidence that the problem and opportunity are worth pursuing.

Section 4: Mindset

Avoid Experiment Pitfalls – p. 313 (Recommended)

Useful for avoiding false confidence and poorly designed experiments.

What You Can Skip For Now

You can skim or skip:

Design The Team – p. 3
Manage – p. 65
Lead Through Experimentation – p. 317
Organize For Experiments – p. 323

These become more relevant as the business grows and involves teams.

Buy the book at the Bookshop

Your Step 9 Outcome

By the end of this step, (after using the book and Evunn toolkits, you should have:

A clearly defined problem hypothesis
The key assumptions behind it
The riskiest assumption identified
An experiment designed to test it
A clear measure of what would count as evidence
Results from your experiment
A decision based on what you learned

Your possible outcome isn’t necessarily validated, let’s build.

It could be:

Proceed → The evidence is strong enough to continue.

Refine → The problem needs to be reframed or narrowed.

Investigate further → The evidence is insufficient.

Stop → The problem isn’t strong enough to pursue.

That’s what good validation looks like. You aren’t trying to prove yourself right.

You’re trying to avoid building the wrong business.

Ready To Validate the Problem?

All you have all these while are pure assumptions until you test them on real people. It’s time to test the problem in the real world.

The EVUNN Problem Validation Toolkit helps you turn your problem into testable assumptions, identify the riskiest unknowns, choose an appropriate experiment, define what evidence matters and make a decision based on what you learn.

Don’t spend months building an offer around an untested problem.

Stop learning. Start building

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

You’ve Completed The Problem-Finding Journey

You started with: I have expertise, but I don’t know how to turn it into an offer people will pay for.

You’re now at:

“I understand a real problem, I know who experiences it, I’ve investigated it, and I have evidence that it’s worth solving.”

That is the foundation for building an offer around your expertise that people quickly pay for.

What’s Next? Phase 2 (Build the Offer)

You’ve validated the problem. Now, its time to build the solution.

Lets turn the validated problem into an offer people will pay for.

Problem framingBy Evunn August 18, 2026September 4, 2026

Problem Framing: How to Define the Right Problem to Solve | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I understand the structure of the problem better, but I still don't know exactly which problem I should solve.

To nail the specifc problem you are solving, narrow down the main problem you chose into something more specific using framing

Step 8: Problem Framing

In Step 7, you mapped the problem.

You uncovered the people, situations, behaviours, causes, consequences, workarounds and unmet needs surrounding the problem you chose..

But a problem map can reveal more problems than you started with.

Now you need to narrow your focus. Problem mapping expands your understanding. Problem framing focuses your decision.

Your goal is to turn a broad or confusing problem into a clear, specific problem worth validating.

The Evunn Mindset Shift

From Describing The Problem → Defining The Right Problem

It’s tempting to jump straight to a solution like: they need a coaching program, they need an app, they need a course.

Don’t do that yet. First ask:

“What exactly is the problem we are trying to solve?”

A strong problem frame describes the customer, situation, struggle and desired progress without prescribing the solution.

To narrow down the specific problem you should solve, use this Book. Title: What's Your Problem?

Author: Thomas Wedell-Wedellsborg

Time Investment: 5+ hours (Audiobook)

Listen to Audiobook on Libro | Buy at the Bookshop

You’ve encountered this book earlier in step 1 of this roadmap.

But you are now returning to the reframing tools inside it that became more valuable after you’ve completed your customer research and problem map.

You are no longer trying to generate possible problems.

You are using evidence to determine whether your current definition of the chosen problem is actually the right one.

What Does This Book Help You Do?

The relevant chapters help you:

Challenge your initial definition of the problem
Look beyond the obvious frame
Examine the problem from different perspectives
Rethink the goal
Identify overlooked possibilities
Separate the problem from your assumptions
Move toward a more useful problem definition

Should I Read it Now?

Yes, but selectively.

You already read the introductory material in Step 1.

Now return to the reframing section with your chosen problem and problem map in front of you.

Your question is no longer: What problems could I solve?

It is: Have I defined this problem correctly?

Which Chapters Matter Most to me right now? Focus on these:

Chapter 2: Getting Ready To Reframe (Essential)

Prepare yourself to question the way you’ve currently defined the chosen problem.

Chapter 3: Frame The Problem (Essential)

This is directly relevant to the work you’re doing in this step.

Chapter 4: Look Outside The Frame (Essential)

Look beyond the obvious interpretation of the problem.

Chapter 5: Rethink The Goal (Essential)

Ask whether you’re solving the right problem, or simply pursuing the goal you’ve assumed matters.

Chapter 6: Examine Bright Spots (Recommended)

Look for situations where the problem doesn’t occur, occurs less severely or has already been overcome.

Chapter 7: Look In The Mirror (Recommended)

Challenge your own assumptions and consider how your perspective may be shaping the problem definition.

Chapter 8: Take Their Perspective (Essential)

Return to the customer’s perspective rather than framing the problem around your expertise.

Chapter 9: Move Forward (Recommended)

Use the reframed understanding to move toward a clearer definition of what should actually be solved.

Chapters 10–11: Overcome Resistance (Optional for now)

These are useful for understanding resistance to reframing but aren’t essential to producing your problem frame.

You’re defining the problem before designing the solution.

Listen to Audiobook on Libro | Buy at the Bookshop

Your Step 8 Outcome

By the end of this step, after going through the chapters and implementing with the EVUNN framing toolkit, you should have:

A clearly defined target person
A specific situation in which the problem occurs
A clear description of the struggle
The progress they are trying to make
Evidence-based obstacles or contributing factors
The consequences of the problem
A distinction between the problem and possible solutions
A reframed problem statement
A list of assumptions that still need to be tested

Your output:

ONE clear problem frame ready for validation.

You have now moved from something is wrong to this is the specific problem we believe is worth solving, for this specific person, in this specific situation.

🔒 Turn Your Research into a Clear Problem Frame

You’ve gathered the evidence, prioritized the opportunity, mapped the problem.

Now turn everything you’ve learnt into one precise problem definition.

The EVUNN Problem Framing Canvas guides you through the questions needed to challenge your assumptions, narrow the problem and create a clear problem frame ready for validation.

Don’t build a solution around a problem you haven’t clearly defined.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

You’ve now defined the problem you believe is worth solving. But there is still one last important question.

Are we right?

A well-written problem statement isn’t proof that the problem is worth building a business around.

It is still a hypothesis. So, a good problem statement isn’t the same as a validated problem.

You still need evidence that the problem is real, important, persistent, actionable & Worth solving

Next? Step 9: Problem Validation

The question now becomes: How can I test whether this problem is important enough to build a business around before I invest heavily in a solution?

This is the final step before you move from problem investigation to business building.

Problem mappingBy Evunn August 18, 2026September 4, 2026

Problem Mapping: How to Analyze and Understand a Problem | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I've chosen the problem, but I don't fully understand what's happening inside it.

To find a profitable problem to solve, you must understand what it is like to experience the problem

Step 7: Problem Mapping

By now, you’ve now selected the problem with the strongest evidence and potential. But a problem is rarely one simple thing.

It may involve different situations, behaviours, causes, frustrations, consequences and workarounds.

If you don’t understand these layers, you risk building a solution for the symptom rather than the real problem.

So now, it’s time to take the problem apart.

The Evunn Mindset Shift

From A Problem → The Problem System

Don’t stop at: My customers have this problem.

Ask: What is actually happening when this problem occurs?

Your goal is to move from a broad problem statement to a structured understanding of the problem and everything surrounding it.

No Book. This is Step is Purely Execution Based

You don’t need another book at this point either. You only need to implement this steo with the EVUNN Problem Mapping toolkit

You’ve already learnt how to identify problems, understand motivation, develop empathy, understand the customer’s job and conduct customer discovery.

Now you need to organize what you’ve learnt.

What Problem Mapping Helps You Discover

A good problem map helps you see:

Who Experiences The Problem?

Which specific people experience it?

When Does It Happen?

What situations, events or triggers bring it to the surface?

What Happens?

What does the person actually do when the problem occurs?

What Causes Or Contributes To It?

What factors appear to create or worsen the problem?

What Are The Consequences?

What happens when the problem continues?

How Are They Coping Today?

What workarounds, alternatives or existing solutions are they using?

What’s Still Missing?

Where do those current approaches fail to adequately solve the problem?

What Do They Ultimately Want?

What outcome are they trying to achieve?

A problem map is not a collection of assumptions.

It is a structured representation of what you currently understand, and what you still need to investigate about the chosen problem.

Your Step 7 Outcome

By the end of this step, you should have:

A structured map of your chosen problem
A clear picture of who experiences it
The situations and triggers surrounding it
The behaviours associated with it
Potential causes and contributing factors
The consequences of leaving it unresolved
Existing solutions and workarounds
Identified unmet needs and gaps
A clearer picture of the desired outcome
A list of remaining unknowns that require investigation

Most importantly, by the end of this step, you will be able to see the problem as a system rather than a single statement.

🔒 Map Your Problem With EVUNN Toolkit

You’ve done the research and prioritized the problem. Now turn what you’ve learnt into a problem map because what looks like one problem may actually be a chain of smaller problems.

The EVUNN Problem Mapping Toolkit gives you a structured canvas to break your chosen problem down into its key components, connect the evidence so you see what’s causing what, and find where the real problem lies.

Do this before you build your solution. Otherwise, you might end up solving the wrong problem.

Instead of keeping your research scattered across notes, conversations and ideas, bring everything together in one clear map using the toolkit.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

You now understand the structure of the problem. But there’s still a danger. A broad problem map can contain multiple problems, symptoms and possible causes. So, you need to be spexific on exactly what problem you are solving.

Mapping asks: “What’s going on with this problem?” It helps you understand the chosen problem and its scope well.

Framing asks: “What exactly are we trying to solve?” This is where you narrow, challenge and redefine the problem.

Before you build anything, you need to decide: Which specific problem are we actually trying to solve? You need to be sure of this before you go ahead to validate the problem.

That’s the purpose of the next step.

Next? Step 8 – Problem Framing

This steo takes you from mapping the problem to reframing your assumption, then to defining the right problem and finally creating a precise problem statement

And that brings you one step closer to problem validation.

Problem prioritizationBy Evunn August 18, 2026September 4, 2026

Problem Prioritization: Choose the Right Problem to Solve | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I've investigated several problems, but I don't know which one is worth pursuing

If you don't want to build a product or service people care little about, you must prioritize the most painful problem

Step 6: Problem Prioritization

You now have 3 problems backed by customer conversations. But not every problem deserves to become a business.

A problem can be real but:

Too small
Too infrequent
Too difficult to solve
Poorly matched to your expertise
Already well served by existing alternatives
Not painful enough for people to act or pay for a solution

Your next job is to determine: Which problem has the strongest combination of customer need, evidence and business potential?

The Evunn Mindset Shift

From More Problems → The Right Problem

Don’t ask: Which problem do I like most?

Ask: Which problem has the strongest evidence and the greatest potential to pursue?

At this point, you are no longer brainstorming. You are making a decision.

Why There Is No Book For This Step

Unlike the previous steps, Step 6 doesn’t require another book, but you need the execuution toolkit for this step.

You’ve already learnt how to identify problems, understand motivation, develop empathy, understand the job, gather customer evidence.

Now you need to apply what you’ve learnt.

The books in our roadmaps give you the thinking. EVUNN toolkit gives you the system for making the decision.

What Makes A Problem Worth Pursuing?

Evaluate each problem against the evidence you’ve gathered.

1. Problem Severity

How painful is the problem?

Does it create meaningful frustration, loss, risk or difficulty?

2. Frequency

How often does it occur?

A severe problem that happens once in five years may be less attractive than a recurring problem.

3. Demand

Are people actively trying to solve it?

Look for evidence of action, not just agreement.

4. Evidence

How strong is your customer evidence?

Did multiple people independently describe similar experiences?

5. Existing Alternatives

How are people solving it today?

Remember: Doing nothing is also an alternative.

6. Unmet Need

What’s still missing?

Where do current solutions fail to adequately solve the problem?

7. Willingness To Act

Are people actually doing something about it?

Look for time, money, effort or behavioural commitment.

8. Expertise Fit

Can your expertise give you a meaningful advantage in solving it?

The goal isn’t simply to find a painful problem.

It’s to find a problem that your particular expertise is well suited to solve.

Your Step 6 Outcome

By the end of this step, after using the Evunn Prioritization toolkit, you should have:

Compared your investigated problems systematically
Identified the strongest and weakest opportunities
Separated evidence from assumptions
Identified the problem with the strongest overall potential
Selected one primary problem to investigate more deeply

Your output:

ONE problem worth taking forward.

You are moving from: here are several problems I could solve to this is the problem I have the strongest reason to pursue.

Ready To Choose the most profitable Problem?

You don’t need another book right now. You need a decision system.

The EVUNN Problem Prioritization Matrix helps you evaluate your problems against the factors that matter and identify which opportunity deserves your attention.

Instead of relying on instinct, use the EVUNN toolkit to score the evidence and make the decision systematically to avoid ceating a solution no one wants to pay for.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

By now, you would’ve selected the problem with the strongest evidence and potential.

But right now, you may still be describing it too broadly.

Next? Step 7- Problem Mapping

The question now becomes:

What are the different parts, causes, situations and experiences that make up this problem I have chosen?

This step moves you from having one broad problem a precise problem to frame and eventually validate. Without this step, you will end up solving the wrong problem.

Customer discoveryBy Evunn August 17, 2026September 4, 2026

Customer Discovery: How to Find and Validate Customer Problems | EVUNN

Make Your EVUNN Journey Personal

Not sure which step is right for your business?

Free |Takes 1 minute

PROBLEM: I have assumptions about my customer's problem, but I haven't tested them with real people.

To be sure a problem is worth your time and resources, you must speak to real people exoeriencibg the problem

Step 5: Customer Discovery

So far, you’ve been working with hypotheses.

You think you know:

What problem people have
Why they care about it
What they experience
What progress they’re trying to make

But you don’t know it for sure yet. The only way to find out is to talk to the people experiencing the problem.

The Evunn Mindset Shift

From What I Believe → What I Can Learn

Don’t ask customers to confirm your idea. Don’t try to convince them that your solution is valuable.

Instead ask:

“What can I learn from their real experiences?”

Your goal isn’t to hear yes, I’d buy that. Your goal is to discover what is actually true.

To find out if the problem is real from people with the problem, use this Book. Title: The Mom Test

Author: Rob Fitzpatrick

Time Investment: 5+ hours (Audiobook)

Listen to audiobook on Libro | Buy at the Bookshop

The Big Idea from Mom Test

Good customer conversations don’t ask people to predict what they might do. They uncover what people have actually experienced and done.

Instead of saying would you pay for help getting more clients?

Ask: Tell me about the last time you struggled to get clients.

The first question produces opinions. The second produces evidence.

What Does This Book Help You Do?

The Mom Test helps you:

Avoid askinh leading questions that give you bad rsults
Ask about real experiences
Separate facts from opinions
Identify genuine problems
Recognize weak or misleading feedback
Keep conversations focused on learning
Avoid falling in love with your idea

Should I Read It Now?

Yes. You’ve developed hypotheses. Now you need to test them without accidentally steering people toward the answers you want.

Your objective is simple:

Learn what happened, not what people think might happen.

Which Chapters Matter Most to me at this stage? Focus on these sections:

1.The Mom Test (Essential)

Learn the core principles for having useful customer conversations.

2. Avoiding Bad Data (Essential)

Know how to to recognize unreliable feedback, compliments and hypothetical answers.

3. Asking Important Questions (Essential)

Learn how to ask questions that uncover meaningful information.

4. Keeping It Casual (Essential)

Find out how to have natural conversations rather than formal interrogations.

5. Commitment And Advancement (Essential)

Learn how to distinguish polite interest from genuine commitment.

6. Finding Conversations (Recommended)

Learn how to find people to speak with.

7. Choosing Your Customers (Recommended)

Learn who you should actually be talking to.

8. Running The Process (Essential)

Learn how to turn customer conversations into an ongoing discovery process.

Introduction and Conclusion/Cheatsheet:
Skim for context and review.

Supporting Book: Talking to Humans

Author: Giff Constable

Time Investment: 5+ hours (Audiobook)

Listen to the Audiobook with Audible free trial |Buy on Amazon

The Mom Test teaches you how to have better customer conversations. Talking to Humans helps you run the customer discovery process.

It provides practical guidance for:

Deciding who you need to learn from
Defining what you want to learn
Finding interview subjects
Conducting effective sessions
Making sense of what you discover
Avoiding common customer-discovery mistakes

Think of it this way:

The Mom Test → How to ask and listen

Talking To Humans → How to organize and execute the discovery process

Which Parts of Talking to Humans Should You Focus On? Focus on these:

1. Getting Started With Customer Discovery. Understand the purpose and process.

2. Who Do You Want To Learn From? Define the people you need to speak with.

3. What Do You Want To Learn? Turn your hypotheses into learning objectives.

4. How Do You Find Your Interview Subjects? Learn how to find appropriate people to speak with.

5.:How To Ensure An Effective Session? Prepare for and conduct useful conversations.

6. How Do You Make Sense Of What You Learn? Learn how to organize and interpret what you discover.

7. Screwing Up Customer Discovery. Review common mistakes before you make them.

The remaining sections are optional.

Your Step 5 Outcome

By the end of this step (after going through the recommended chapters and implemenring this step with Evunn toolkit), you should have:

Conducted conversations with 10 people who actually experience your potential problem
Evidence about whether the problem exists in the way you expected
Real examples of the customer’s experiences
Evidence of what they currently do to deal with it
Evidence of the consequences of the problem
Evidence of what they have already tried
A clearer understanding of which assumptions were supported, challenged or disproved

This is a critical milestone.

At this stage, tou are no longer relying entirely on what you think customers need.

You now have evidence from real people. But you may discover something uncomfortable:

Not every problem you investigated deserves to become a business.

Some may be painful but rarely acted upon. Some may be important but poorly suited to your expertise.

Some may have stronger evidence than others.

Before you create your offer, find out what your customer is actually trying to achieve, not what you assume they want.

Ready To Run Your Customer Discovery?

Reading about customer interviews won’t give you the evidence.

The EVUNN Jobs-to-be-Done Canvas helps you uncover the real job they need to get done.

Do this before you build. Otherwise, you may end up creating an offer nobody needs.

One Payment of ₦5,500 or $4.25 . All Stage 1 Toolkits. Yours For Life.
No monthly subscription. No recurring fees. Just the tools you need to execute

What Should I Do Next?

You’ve now investigated your 3 potential problems from step 1 with real people.

The question is no longer: What problems exist? It’s which among these 3 problems deserve my attention first to build a busibess around?

Step 6: Problem Prioritization

In this step, you’ll learn how to evaluate your evidence and choose the problem with the strongest business potential to build a profitable business around

That takes you from: Assumptions → Evidence → Priorities