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Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Series) Paperback – 30 Oct. 2014

4.5 4.5 out of 5 stars 2,313 ratings

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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 Strategyzer.com. 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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From the Publisher

business model generation Value proposition design big pad business model you testing business
Business Model Generation Value Proposition Design The Big Pad of 50 Blank, Extra-Large Business Model Canvases Business Model You Testing Business Ideas
Customer Reviews
4.6 out of 5 stars
4,136
4.5 out of 5 stars
2,313
4.6 out of 5 stars
84
4.5 out of 5 stars
695
4.5 out of 5 stars
1,200
Price £20.35 £20.69 £3.58 £20.67
Publication year 2010 2014 2017 2012 2019
Content type Highly visual, 4-colour design handbook Highly visual, 4-colour design handbook 50 blank, extra-large, tear-out Business Model Canvases (38cm x 28cm) and 50 blank, extra-large, tear-out Value Proposition Canvases (38cm x 28cm) Highly visual, 4-colour design handbook Highly visual, 4-colour design handbook
Authors Alexander Osterwalder, Yves Pigneur Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith, Trish Papadakos Alexander Osterwalder, Yves Pigneur, Gregory Bernarda, Alan Smith Timothy Clark, Alexander Osterwalder, Yves Pigneur David J. Bland, Alexander Osterwalder
Pages 288 320 216 264 368
Trim size 241 x 190 mm 241 x 190 mm 387 x 276 mm 241 x 190 mm 241 x 190 mm
Includes additional resources?
Additional resource format Online. Assess your work, learn from peers, and download pdfs, checklists, and more. Online community. Download the "Personal Business Model Canvas" and other tools. Online resource library with articles, ready to print testing tools, webinars from the authors, and more.
Description Co-created by 470 "Business Model Canvas" practitioners from 45 countries, this book takes powerful strategic ideas and tools, and makes them easy to implement in your organisation. The sequel to Business Model Generation, this book explains how to use the “Value Proposition Canvas” to design, test, create, and manage products and services customers actually want. A supplement to Business Model Generation and Value Proposition Design, this workpad gives you more space to scribble, brainstorm, and move sticky notes to keep the creative ideas flowing, be inspired, and share your work with others. Uses the same powerful one-page tool to teach readers how to draw "personal business models," which reveal new ways their skills can be adapted to the changing needs of the marketplace to reveal new, more satisfying, career and life possibilities. Contains a library of techniques and specific guidance on how to rapidly test new business ideas in the market with customers, using the world renowned Business Model Canvas.

Product description

From the Inside Flap

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 a core challenge of every business -- creating compelling products and services customers want to buy. This practical book, paired with its online companion, will teach you the processes and tools you need to succeed. Using the same stunning visual format as the authors' global bestseller, Business Model Generation, this sequel explains how to use the "Value Proposition Canvas" a practical tool to design, test, create, and manage products and services customers actually want. "Value Proposition Design" is for anyone who has been frustrated by business meetings based on endless conversations, hunches and intuitions, expensive new product launches that blew up, or simply disappointed by the failure of a good idea. 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 but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers' needs and desires. Practical exercises, illustrations and tools help you immediately improve your product, service, or new business idea. In addition the book gives you exclusive access to an online companion on Strategyzer.com. You will be able to complete interactive exercises, assess your work, learn from peers, and download pdfs, checklists, and more. "Value Proposition Design" complements and perfectly integrates with the "Business Model Canvas" from Business Model Generation, a tool embraced 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.

From the Back Cover

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

Bad Value Proposition Design

Product details

  • Publisher ‏ : ‎ Wiley; 1st edition (30 Oct. 2014)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 1118968050
  • ISBN-13 ‏ : ‎ 978-1118968055
  • Dimensions ‏ : ‎ 23.62 x 1.78 x 19.05 cm
  • Customer reviews:
    4.5 4.5 out of 5 stars 2,313 ratings

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Customer reviews

4.5 out of 5 stars
2,313 global ratings

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Customers say

Customers find the book helpful for startups and existing companies. They appreciate the nice illustrations and visual style. The book provides useful advice on testing and evaluating value propositions. However, opinions differ on how well-explained the content is. Some readers find it easy to follow with plenty of examples and illustrations, while others feel it's full of nonsensical jargon and waffle.

AI-generated from the text of customer reviews

39 customers mention ‘Ideas’33 positive6 negative

Customers find the book helpful for startups and existing businesses. They say it provides excellent business ideas and is a useful addition to the toolkit. The book complements the Osterwalder Business Model Generation book and has great resources online to support it.

"...And the result is that it’s easy to read (very visual), it comes with an online tool-set that you can start to use straight away, and even provides..." Read more

"Love this book, very informative and helpful, help you to get your value proposition for your business model in easy research process...." Read more

"...approach of the piece however, what is new is the methodology of idea production, tracking and development...." Read more

"...It gives you food for thought and also gives you scope to test, review, pivot, improve and grow your proposition...." Read more

19 customers mention ‘Visual style’15 positive4 negative

Customers enjoy the book's visual style. They find the illustrations nice, well-presented, and stylish. The pictures are useful for visualizing business models and creating business ideas. Readers describe it as a coffee table book for creatives with pretty pictures to flick through. The book has a clear structure, logical flow, and powerful techniques.

"...And the result is that it’s easy to read (very visual)..." Read more

"...Beautiful and stunning binding book." Read more

"...As they say - a picture is worth 1000 words and a lot of the time you're reading something, with the visuals and the guides online new ideas pop..." Read more

"...It contains a lot of fancy illustrations, but it does not make this book a better read." Read more

9 customers mention ‘Value proposition’8 positive1 negative

Customers like the value proposition. Reviewers suggest testing and evaluating value propositions.

"...to bring some clarity about the purpose of your Team, Value Proposition Design is a clearly and well thought out construct to follow...." Read more

"...This book in particular narrow down on the value proposition and how to test the products / service against client needs...." Read more

"...brings together the environment, the business model and the value proposition through the use of stylised templates that force you to consider..." Read more

"Lots of value here, some of the book can get a bit complex, but take your time and go through exercises uses scenarios for your own business ideas...." Read more

3 customers mention ‘Color palette’3 positive0 negative

Customers appreciate the book's color palette. They find it colorful and gorgeous.

"...Beautiful and stunning binding book." Read more

"...Oh, and it’s bloomin’ gorgeous too. Thanks so much!" Read more

"...Well presented though and colourful." Read more

29 customers mention ‘Ease of reading’18 positive11 negative

Customers have different views on the book's ease of reading. Some find it well-explained with illustrations and examples, providing basic advice in plain English. Others mention it's full of nonsensical jargon and waffle, explaining principles poorly, and getting a bit complex.

"...And the result is that it’s easy to read (very visual), it comes with an online tool-set that you can start to use straight away, and even provides..." Read more

"Love this book, very informative and helpful, help you to get your value proposition for your business model in easy research process...." Read more

"Lots of value here, some of the book can get a bit complex, but take your time and go through exercises uses scenarios for your own business ideas...." Read more

"...What have I ended up with - vision, clarity, purpose about what the Team is, what it needs to deliver, how it connects, what resources it uses,..." Read more

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Top reviews from United Kingdom

  • Reviewed in the United Kingdom on 12 November 2014
    Exactly the opposite of what we want to do!

    This book aims to help you avoid the above all-too-common pitfalls. We have come across some of its key themes in myriad different guises before: focus on the customer, identify their pain points, prototype your ideas. But what’s different is that they’ve applied their own methods to this book. And the result is that it’s easy to read (very visual), it comes with an online tool-set that you can start to use straight away, and even provides support for explaining the benefits of the approach to your colleagues. I’ve already used the methods and it’s helped my team come up with suggestions that we hadn’t previously thought of. Combined with the other book in the series, “Business Model Generation”, this should increase our chances of defining business models and propositions that the customer actually wants and that increase our profit!
    8 people found this helpful
    Report
  • Reviewed in the United Kingdom on 11 February 2023
    Love this book, very informative and helpful, help you to get your value proposition for your business model in easy research process. Beautiful and stunning binding book.
  • Reviewed in the United Kingdom on 1 May 2016
    A really good book, nothing inspirational or new in terms of the fundamentals and underlying approach of the piece however, what is new is the methodology of idea production, tracking and development.

    The online toolkit (which you get a lite version of free after purchasing the book) has some really useful stuff in it and I would encourage any purchaser to use this as well in conjunction with the book as it really enhances your learning trajectory.

    The book itself is short on words and big on ideas. As they say - a picture is worth 1000 words and a lot of the time you're reading something, with the visuals and the guides online new ideas pop into your head as you're reading. I'd encourage all purchasers to sit there with a big pad whilst reading as you're likely to get at least 40 new ideas for your company whilst going through it.

    I wouldn't advocate a complete adoption of all the suggestions in the book, some of them are very American and wouldn't go down with a British audience or workforce, but there is a tonne of good stuff there. The Stanford 2016 reading list highlights yet another blinder!

    4/5 - brilliant book, well worth a read.
    26 people found this helpful
    Report
  • Reviewed in the United Kingdom on 8 December 2014
    Whether you are thinking about a Business Proposition, a Project or even trying to bring some clarity about the purpose of your Team, Value Proposition Design is a clearly and well thought out construct to follow. Using the structure - populate the sections with your reality and see how this shapes up. My suggestion - work with Post It notes and an Ink Pen that allows you to rub out, then you have a really flexible format to put moveable bullet points together that can be amended / improved as your thinking develops.
    As a Team Manager offering a Service into a Manufacturing plant, the book guidelines are perhaps a little naive / simple, because what I do is so complex and intermeshed, but then no book could properly capture world intricacies - that is for you the reader to get to grips with.
    What have I ended up with - vision, clarity, purpose about what the Team is, what it needs to deliver, how it connects, what resources it uses, revenues, customer relationships etc. Perhaps just as importantly - what the Team is not about and clarity about when to say 'No' and direct incoming work proposals to the right people (outside the Team), because taking on such work means our ability to deliver is blunted and our purpose (to others) would become confused and blurred.
    No bad for a few printed pages - a re-imagining of a working reality. Go buy this book if confusion reins and getting back to the straight and narrow is where you need to be.
    3 people found this helpful
    Report
  • Reviewed in the United Kingdom on 12 July 2015
    I brought the original book called "business model canvas" and i have used the book in my own business and for client businesses.

    This book in particular narrow down on the value proposition and how to test the products / service against client needs. I did a brief workshop to test out the client pains against the value proposition and the results were very interesting. It gives you food for thought and also gives you scope to test, review, pivot, improve and grow your proposition.

    A CD is also available to help guide you thought all the steps.

    I would recommend this book to anyone that has an interest in improving, testing their product and service lines. Even more valuable if you are starting up from scratch!
    6 people found this helpful
    Report

Top reviews from other countries

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  • Ana
    5.0 out of 5 stars Muy didáctico y práctico
    Reviewed in Mexico on 9 October 2024
    The media could not be loaded.
    Esta serie de strategyzer es buenísima. Y este libro no se queda atrás.
  • Selva
    5.0 out of 5 stars Muy buen libro
    Reviewed in Spain on 29 September 2024
    Altamente recomendable para quienes trabajan en producto y entiende de design thinking.
  • Maria Rosa
    5.0 out of 5 stars Utile per approfondimenti di corso dottorato
    Reviewed in Italy on 28 April 2023
    Usato per studi del figlio
  • Fernando Padia Junior
    5.0 out of 5 stars Uma obra fantástica, que agrega Valor!
    Reviewed in Brazil on 8 March 2019
    A obra vai direto ao ponto de maneira bastante didática. Seu conteúdo é apresentado equilibrando muito bem a escrita com as ilustrações. E, no final de tudo, serve como uma guia prático que pode ser utilizado no dia-a-dia, apoiando as dinâmicas propostas pela metodologia.
  • Mohak
    5.0 out of 5 stars Excellent Read
    Reviewed in India on 13 November 2019
    Excellent Read

    Beautifully explains the mechanics and the tools offered in the book are great

    Design Thinking - how to effective think and create value proposition
    .
    .
    "To create value for the business, you need to create value for the customers. To sustainably create value for your customer, you need to create value for your business"
    .
    .
    Canvas
    Design
    Test
    Evolve
    Invent and Improve value proposition