At the top of the image there is a grid in the shape of a blank miniature Business Model Canvas. The ‘Value proposition’ block in the Business Model Canvas is coloured brown and the ‘Customers’ block in the Business Model Canvas is coloured turquoise. The rest of the blocks in the Business Model Canvas are white.

There are two single-headed arrows pointing vertically downwards from the Business Model Canvas, one from the ‘Value proposition’ block (on the left-hand side) and one from the ‘Customers’ block (on the right-hand side). The arrow on the left feeds into a brown coloured box labelled ‘Value proposition’ which includes a gift icon as a symbol. The second arrow feeds into a turquoise coloured box labelled ‘Customers’ that is symbolised by an icon featuring two people.

Below the ‘Value proposition’ box there is a large box broken down into three segments shaped as a horizontal ‘Y’. The top segment of the box is labelled ‘Gain creators’ and includes a graph with an arrow as its symbol. The lower segment of the box is labelled ‘Pain relievers’ and includes a capsule as its symbolic icon. The third segment, to the left of the box is labelled ‘Products and services’ and it has a barcode as its symbol. At the centre of the box is an icon of a gift/present. There is also a horizontal single-headed arrow running (from left-to-right) from the box towards a large circle on the right-hand side of the figure.

The large circle on the right-hand side is also broken down into three segments shaped as a horizontal ‘Y’. The upper segment of the circle is labelled ‘Gains’ and includes a smiley face as its symbol. The segment to the right of the circle is labelled ‘Customer jobs’ and has a tick box icon as its symbol. The lower segment of the circle is labelled ‘Pains’ and it has a frowning face icon as its symbol. At the centre of the circle is a profile of a face, facing towards the left of the figure.

There is also a horizontal single-headed arrow running (from right-to-left) from the circle towards the large box on the left-hand side. The tips of both arrows, from the large box on the left and the large circle on the right, meet in between the two shapes.