Customer pains that a value proposition might address could include issues with current product or service such as high cost, poor service, lack of features, or inefficiencies. It could also address unmet needs or desires, such as the need for a more convenient solution, a desire for better quality, or the need for a solution that is more tailored to the customer's specific situation. The value proposition should clearly demonstrate how the product or service will solve these pains and provide benefits that are directly applicable to the customer's needs.
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