Value Proposition Design - How to Create Products and Services Customers Want

Value Proposition Design - How to Create Products and Services Customers Want

4.19 (6,132 ratings by Goodreads)
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The authors of the international bestseller Business Model Generation explain how to create value propositions customers can't resist

Value Proposition Design helps you tackle the core challenge of every business - creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to create products that sell.

Using the same stunning visual format as the authors' global bestseller, Business Model Generation, this sequel explains how to use the "Value Proposition Canvas" to design, test, create, and manage products and services customers actually want.

Value Proposition Design is for anyone who has been frustrated by new product meetings based on hunches and intuitions; it's for anyone who has watched an expensive new product launch fail in the market. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won't work. You'll learn the simple process of designing and testing value propositions, that perfectly match customers' needs and desires.

In addition the book gives you exclusive access to an online companion on You will be able to assess your work, learn from peers, and download pdfs, checklists, and more.

Value Proposition Design is an essential companion to the "Business Model Canvas" from Business Model Generation, a tool embraced globally by startups and large corporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more.
Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models."
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Product details

  • Paperback | 320 pages
  • 239 x 190 x 19mm | 772g
  • New York, United States
  • English
  • 1st Ed.
  • 1118968050
  • 9781118968055
  • 14,623

Back cover copy

A guide to burning cash, communicating poorly, and spending your short life building stuff nobody wants.

Bad Value Proposition Design
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Table of contents

1. Canvas

1.1 Customer Profile 10

1.2 Value Map 26

1.3 Fit 40

2. Design

2.1 Prototyping Possibilities 74

2.2 Starting Points 86

2.3 Understanding Customers 104

2.4 Making Choices 120

2.5 Finding the Right Business Model 142

2.6 Designing in Established organizations 158

3. Test

3.1 What to Test 188

3.2 Testing Step-by-Step 196

3.3 Experiment library 214

3.4 Bringing it All Together 238

4. Evolve

4.1 Create Alignment 260

4.2 Measure & Monitor 262

4.3 Improve Relentlessly 264

4.4 Reinvent Yourself Constantly 266

4.5 Taobao: Reinventing (E-)Commerce 268

Glossary 276

Core Team 278

Prereaders 279

Bios 280

Index 282
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About A Osterwalder

The authors of ?Value Proposition Design? are
obsessed with bringing practical tools and processes to the fields
of strategy, innovation, and entrepreneurship. They all share a
common passion for making business concepts simple, beautiful, and
applicable so that they become useful and indispensable in the
lives of business professionals and organizations.

The team behind ?Value Proposition Design? is the
same as for the global bestseller, Business Model Generation,
composed of Dr. Alexander Osterwalder, Dr. Yves Pigneur, Alan
Smith, and completed by Greg Bernarda,, and Trish Papadakos.

Dr. Alexander Osterwalder and Alan Smith are
co-founders of, a company specializing in tools to
design, test, and manage strategies, business models and value
propositions. Dr. Yves Pigneur is a professor of management and
information systems at the University of Lausanne, Greg Bernarda is
a consultant and certified Strategyzer coach specialized in
strategy and innovation, Trish Papadakos is a renowned designer and

Alex Osterwalder Dr. Alexander Osterwalder is the
lead author of the international bestseller Business Model
Generation, passionate entrepreneur, and demanded speaker. He
co-founded Strategyzer, a software company specializing in tools
and content for strategic management and innovation. Dr.
Osterwalder invented the ?Business Model Canvas,? the
strategic management tool to design, test, build, and manage
business models, which is used by companies like Coca Cola, GE,
P&G, Mastercard, Ericsson, LEGO, or 3M. He is a frequent
keynote speaker in leading organizations and top universities
around the world, including Stanford, Berkeley, MIT, IESE and IMD.
Follow him online @alexosterwalder.

Yves Pigneur Dr. Yves Pigneur is co-author of Business Model
Generation and a professor of management and information systems at
the University of Lausanne. He has held visiting professorships in
the United States, Canada, and Singapore. Yves is a frequent guest
speaker on business models in universities, large corporations,
entrepreneurship events, and international conferences.

Greg Bernarda Greg Bernarda is a thinker, creator and
facilitator who supports individuals, teams and organizations with
strategy and innovation. He works with inspired leaders to
(re)design a future which employees, customers, and communities can
recognize as their own. His projects have been with the likes of
Colgate, Volkswagen, Harvard Business School and Capgemini. Greg is
a frequent speaker; he co-founded a series of events on
sustainability in Beijing; and is an advisor at Utopies in Paris.
Prior to that, he was at the World Economic Forum for eight years
setting up initiatives for members to address global issues. He
holds an MBA (Oxford Said) and is a Strategyzer certified
business model coach.

Alan Smith Alan is obsessed with design, business,
and the ways we do them. A design-trained entrepreneur, he has
worked across film, television, print, mobile, and web. Previously,
he co-founded The Movement, an international design agency with
offices in London, Toronto, and Geneva. He helped create the Value
Proposition Canvas with Alex Osterwalder and Yves Pigneur, and the
breakthrough design for Business Model Generation. He co-founded
Strategyzer where he builds tools and content with an amazing team;
helping business-people make stuff customers want. Follow him
online @thinksmith.

Trish Papadakos Trish is a designer, photographer, and
entrepreneur. She holds a Masters in Design from Central St.
Martins in London and Bachelor of Design from the York Sheridan
Joint Program in Toronto. She teaches design at her alma mater, has
worked with award-winning agencies, launched several businesses,
and is collaborating for the third time with the Strategyzer team.
Follow her photography on instagram @trishpapadakos.
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Rating details

6,132 ratings
4.19 out of 5 stars
5 47% (2,895)
4 34% (2,055)
3 13% (795)
2 4% (255)
1 2% (132)
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