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

Value Proposition Design: How to Create Products and Services Customers Want 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 have simply been disappointed by the failure of a good idea.

The book by Alexander Osterwalder, Yves Pigneur, Gregory Bernarda and Alan Smith, the team behind the global bestseller, Business Model Generation, helps readers tackle a core challenge of every business—creating compelling products and services customers want to buy. Using the same stunning visual format as 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 simplifies the complex process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers’ needs and desires into quickly readable illustrations with only the most practical, important details. The result? You’ll learn more, in less time, and have fun along the way,” says Dr Osterwalder.

Value Proposition Design will help businesses of all sizes to understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. The book 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.

Practical exercises, illustrations and tools help readers immediately improve a product, service, or design a new business idea. In addition, the book gives readers exclusive access to an online companion on https://strategyzer.com/ with access to interactive exercises, assessment tools, peer interaction, and downloadable pdfs, checklists, and more.

About the Authors:

Dr Alexander Osterwalder is the lead author of the international bestseller Business Model Generation, a passionate entrepreneur, and in-demand speaker. He co-founded Strategyzer.com, a software company specialising 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 organisations and top universities around the world, including Stanford, Berkeley, MIT, IESE and IMD. Follow him on Twitter at: @alexosterwalder.

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 is a thinker, creator and facilitator who supports individuals, teams and organisations 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 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, helping business people make stuff customers want. Follow him on Twitter at: @thinksmith.

Trish Papadakos 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.