Propósitos organizacionales como alternativa para los problemas que proponen los modelos canvas y lean canvas*

This article discusses the probability of addressing organizational purposes as an alternative for the creation of new companies. It starts from a theoretical perspective of the concept of problem, which is established as an initial stage in the elaboration of canvas and lean canvas business plans, and is based on a bibliographic analysis of the relationships between organizations and its stakeholders. According to this review, the difficulty for starting a company, as defined by both models and their conception of problem, lies in the understanding of this concept, limiting criteria to the willingness of a segment of customers to pay for a new value proposal or solution represented in products and services. In this sense, organizational purposes are presented as an alternative starting point for the creation of new companies, which could mean greater coherence in the commercial offer by companies as well as the stronger engagement with their customers and collaborators, without mentioning the effect of contributing to the common good of society.