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




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


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."

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