Value Proposition Design: How to Create Products and Services Customers Want / Edition 1

by Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith, Trish Papadakos

Overview

The authors of the international bestseller Business ModelGeneration explain how to create value propositions customerscan’t resist

Value Proposition Design helps you tackle a corechallenge of every business — creating compelling productsand services customers want to buy. This practical book, pairedwith its online companion, will teach you the processes and toolsyou need to succeed.

Using the same stunning visual format as the authors’global bestseller, Business Model Generation, this sequel explainshow to use the “Value Proposition Canvas” a practicaltool to design, test, create, and manage products and servicescustomers actually want.

Value Proposition Design is for anyone who has beenfrustrated by business meetings based on endless conversations,hunches and intuitions, expensive new product launches that blewup, or simply disappointed by the failure of a good idea. The bookwill help you understand the patterns of great value propositions,get closer to customers, and avoid wasting time with ideas thatwon’t work. You’ll learn the simple but comprehensiveprocess of designing and testing value propositions, taking theguesswork out of creating products and services that perfectlymatch customers’ needs and desires.

Practical exercises, illustrations and tools help youimmediately improve your product, service, or new business idea. Inaddition the book gives you exclusive access to an online companionon Strategyzer.com. You will be able to complete interactiveexercises, assess your work, learn from peers, and download pdfs,checklists, and more.

Value Proposition Design complements and perfectlyintegrates with the ”Business Model Canvas” fromBusiness Model Generation, a tool embraced by startups and largecorporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO,Colgate-Palmolive, and many more.

Value Proposition Design gives you a proven methodologyfor success, with value propositions that sell, embedded inprofitable business models.

Product Details

ISBN-13:	9781118968055
Publisher:	Wiley
Publication date:	10/20/2014
Pages:	320
Product dimensions:	7.40(w) x 9.40(h) x 0.90(d)

About the Author

The authors of “Value Proposition Design” areobsessed with bringing practical tools and processes to the fieldsof strategy, innovation, and entrepreneurship. They all share acommon passion for making business concepts simple, beautiful, andapplicable so that they become useful and indispensable in thelives of business professionals and organizations.

The team behind “Value Proposition Design” is thesame as for the global bestseller, Business Model Generation,composed of Dr. Alexander Osterwalder, Dr. Yves Pigneur, AlanSmith, and completed by Greg Bernarda,, and Trish Papadakos.

Dr. Alexander Osterwalder and Alan Smith areco-founders of Strategyzer.com, a company specializing in tools todesign, test, and manage strategies, business models and valuepropositions. Dr. Yves Pigneur is a professor of management andinformation systems at the University of Lausanne, Greg Bernarda isa consultant and certified Strategyzer coach specialized instrategy and innovation, Trish Papadakos is a renowned designer andphotographer. 

Alex Osterwalder Dr. Alexander Osterwalder is thelead author of the international bestseller Business ModelGeneration, passionate entrepreneur, and demanded speaker. Heco-founded Strategyzer, a software company specializing in toolsand content for strategic management and innovation. Dr.Osterwalder invented the “Business Model Canvas,” thestrategic management tool to design, test, build, and managebusiness models, which is used by companies like Coca Cola, GE,P&G, Mastercard, Ericsson, LEGO, or 3M. He is a frequentkeynote speaker in leading organizations and top universitiesaround the world, including Stanford, Berkeley, MIT, IESE and IMD.Follow him online @alexosterwalder.

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

Greg Bernarda Greg Bernarda is a thinker, creator andfacilitator who supports individuals, teams and organizations withstrategy and innovation. He works with inspired leaders to(re)design a future which employees, customers, and communities canrecognize as their own. His projects have been with the likes ofColgate, Volkswagen, Harvard Business School and Capgemini. Greg isa frequent speaker; he co-founded a series of events onsustainability in Beijing; and is an advisor at Utopies in Paris.Prior to that, he was at the World Economic Forum for eight yearssetting up initiatives for members to address global issues. Heholds an MBA (Oxford Saïd) and is a Strategyzer certifiedbusiness model coach.

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

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

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

Create Alignment 260

Measure & Monitor 262

improve Relentlessly 264

Reinvent Yourself Constantly 266

Taobao: Reinventing (E-)Commerce 268

Glossary 276

Core Team 278

Prereaders 279

Bios 280

index 282