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Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Series) Paperback – 30 Oct. 2014
Purchase options and add-ons
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."
- ISBN-101118968050
- ISBN-13978-1118968055
- Edition1st
- PublisherWiley
- Publication date30 Oct. 2014
- LanguageEnglish
- Dimensions23.62 x 1.78 x 19.05 cm
- Print length320 pages
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From the brand
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Alexander Osterwalder is the cofounder of Strategyzer, a leading innovation company that puts practical tools into the hands of business leaders and strategy practitioners around the world. He is a passionate entrepreneur, sought-after speaker, and together with his team, the author of multiple bestselling titles in the popular Strategyzer Series, which visually captures the core concepts in the Strategyzer business toolkit.
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Featured Strategyzer titles
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Strategyzer Box Set
Stunning, full-colour library packed with five innovation and visual thinking guides from Strategyzer.
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From the Publisher
Business Model Generation | Value Proposition Design | The Big Pad of 50 Blank, Extra-Large Business Model Canvases | Business Model You | Testing Business Ideas | |
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Customer Reviews |
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Price | £20.35£20.35 | £20.69£20.69 | — | £3.58£3.58 | £20.67£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
From the Back Cover
A guide to burning cash, communicating poorly, and spending your short life building stuff nobody wants.
Bad Value Proposition Design
About the Author
Dr. Alexander Osterwalder and Alan Smith are co-founders of Strategyzer.com, 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 photographer.
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 Saïd) 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.
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
- Best Sellers Rank: 54,362 in Books (See Top 100 in Books)
- Customer reviews:
About the authors
Dr. Alexander (Alex) Osterwalder is one of the world's most influential strategy and innovation experts, a leading author, entrepreneur, and in-demand speaker whose work has changed the way established companies do business and how new ventures get started.
Ranked No. 4 of the top 50 management thinkers worldwide, Osterwalder is known for simplifying the strategy development process and turning complex concepts into digestible visual models. Together with Yves Pigneur, he invented the Business Model Canvas, Value Proposition Canvas, and Business Portfolio Map - practical tools that are trusted by millions of business practitioners from leading global companies including Microsoft, Coca-Cola, Nestlé, MasterCard, Sony, Fujitsu, 3M, Intel, Roche, Colgate-Palmolive, and many more.
Strategyzer, the company Osterwalder co-founded in 2010, is an innovation powerhouse, providing online courses, applications, and technology-enabled services to help organizations effectively and systematically manage strategy, growth, and transformation.
Osterwalder's books include the international bestseller Business Model Generation, Value Proposition Design: How to Create Products and Services Customers Want and Testing Business Ideas, and his forthcoming book for senior leaders, The Invincible Company, to publish in spring 2020.
He holds the Strategy Award from Thinkers50 and the European Union's inaugural Innovation Luminary Award. In 2019, Osterwalder chaired the prestigious Drucker Forum, the premier annual business management conference. A frequent and popular keynote speaker, Osterwalder travels the world discussing his ideas and strategies at Fortune 500 companies, premiere innovation conferences, and leading universities.
He holds a doctorate from HEC Lausanne, Switzerland, and is a founding member of The Constellation, a global not-for-profit organization connecting local responses to global issues around the world.
Yves is a professor at the University of Lausanne since 1984, and has held visiting professorships at Georgia State University, University of British Columbia, National University of Singapore, and HEC Montreal. Together with Alex Osterwalder, he invented the Business Model Canvas and co-authored the international bestselling books "Business Model Generation" and "Value Proposition Design". Yves and Alex are ranked No. 4 among the "Thinkers50's Most Influential Management Thinkers" in the world and hold the Thinkers50 Strategy Award.
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 adviser 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 Saïd) and is a Strategyzer certified business model coach.
Alan believes great tools give us the confidence to dream big. As a design-trained entrepreneur, he's obsessed with the intersection of design and business. Today he works to make fundamental business challenges easier with the inspired team he co-founded at Strategyzer. Follow him online @thinksmith
Customer reviews
Customer Reviews, including Product Star Ratings, help customers to learn more about the product and decide whether it is the right product for them.
To calculate the overall star rating and percentage breakdown by star, we don’t use a simple average. Instead, our system considers things like how recent a review is and if the reviewer bought the item on Amazon. It also analyses reviews to verify trustworthiness.
Learn more how customers reviews work on AmazonCustomers 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
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
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
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
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
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
Reviews with images
Top reviews from United Kingdom
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- Reviewed in the United Kingdom on 12 November 2014Exactly 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!
- Reviewed in the United Kingdom on 11 February 2023Love 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 2016A 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.
- Reviewed in the United Kingdom on 8 December 2014Whether 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.
- Reviewed in the United Kingdom on 12 July 2015I 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!
Top reviews from other countries
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AnaReviewed in Mexico on 9 October 2024
5.0 out of 5 stars Muy didáctico y práctico
The media could not be loaded.
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SelvaReviewed in Spain on 29 September 2024
5.0 out of 5 stars Muy buen libro
Altamente recomendable para quienes trabajan en producto y entiende de design thinking.
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Maria RosaReviewed in Italy on 28 April 2023
5.0 out of 5 stars Utile per approfondimenti di corso dottorato
Usato per studi del figlio
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Fernando Padia JuniorReviewed in Brazil on 8 March 2019
5.0 out of 5 stars Uma obra fantástica, que agrega Valor!
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.
- MohakReviewed in India on 13 November 2019
5.0 out of 5 stars Excellent Read
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
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"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"
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Canvas
Design
Test
Evolve
Invent and Improve value proposition