Alexander Osterwalder & Yves Pigneur 
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 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 Master Card, 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.‘

Inhaltsverzeichnis

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

4.1 Create Alignment 260

4.2 Measure & Monitor 262

4.3 Improve Relentlessly 264

4.4 Reinvent Yourself Constantly 266

4.5 Taobao: Reinventing (E-)Commerce 268

Glossary 276

Core Team 278

Prereaders 279

Bios 280

Index 282

Über den Autor

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, Alan Smith, 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 Model Generation, 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 Model Generation 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 of Colgate, 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 Value Proposition Canvas with Alex Osterwalder and Yves Pigneur, and thebreakthrough 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 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 Sheridan Joint 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.