- Series: Strategyzer
- Paperback: 320 pages
- Publisher: Wiley; 1 edition (October 20, 2014)
- Language: English
- ISBN-10: 1118968050
- ISBN-13: 978-1118968055
- Product Dimensions: 9.4 x 0.8 x 7.4 inches
- Shipping Weight: 1.8 pounds (View shipping rates and policies)
- Average Customer Review: 4.4 out of 5 stars See all reviews (164 customer reviews)
- Amazon Best Sellers Rank: #4,284 in Books (See Top 100 in Books)
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Value Proposition Design: How to Create Products and Services Customers Want (Strategyzer) Paperback – October 20, 2014
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From the Publisher
Value Proposition Design: How to Create Products and Services Customers Want
Stress-test your prototypes before testing your ideas
Prototype possibilities to cheaply explore ideas and end the 'blah blah blah’ sessions
Design tests, experiment with customers, and translate data into learnings
Learn best practices from concrete examples of business model transformation
Assess your skills to create products and services people want
Use the online companion to design your Value Proposition and download tools, templates, and resources corresponding with different concepts in the book
About the Author
The authors of “Value Proposition Design” are obsessed with bringing practical tools and processes to the fields of strategy, innovation, and entrepreneurship. They all share a common passion for making business concepts simple, beautiful, and applicable so that they become useful and indispensable in the lives of business professionals and organizations.
The team behind “Value Proposition Design” is the same 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 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.
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Top Customer Reviews
The book's format is encouraging a tendency to make things easy and simple. That is a mistake. Sometimes it is important to think hard. My strong sense is that there is too much focus on the method as opposed to the content. The real value lies in deeply understanding the customer and competitors, not in filling out a canvas. Check out The Innovator's Hypothesis: How Cheap Experiments Are Worth More than Good Ideas which is a deeper description of prototyping.
The tools give a strong sense of security, when I would prefer people to be more humble and paranoid. Let me take an example: the book says "do anthropological observations of potential customers". Great idea, but we only get four pages devoted to the topic and 70% of that space is covered with very cute graphics. Anthropology is difficult, why not provide four pages of details (if the authors have any!), or at the very least a few recommended readings to understand the approach. (I have exactly the same critique on this book 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization.)
Having provided this critique, the book does provide rigour to people that do not have a marketing or business background. A lot of start-up technology companies have prototypes that are not well matched to the customers' requirements (and that goes for big firms like 3M too). The book adds a lot of value to this type of person. The problem occurs if entrepreneurs and higher-level decision-makers start using the approach as well. The you get "fill in the boxes" mentality. Any high level executive that falls for the cute graphics in the book should be immediately fired.
The book is beautifully designed with modern graphics. The approach of using graphics to display content as opposed to text is a great approach. Good theft of a practice developed in the management consulting industry. Anyone who has waded through a business book knows how tedious they can be. What I do not appreciate is the large subset of useless, but pretty, graphical images. The graphics should aid the understanding; not be eye candy.
My guess is that the book is the second instalment of four books. The first instalment presented a list of nine factors to consider. (Sorry, not a list, but a canvas to create a business, wtf.) This book describes two of those factors. When all four books are published we will be told that all are needed to get a complete perspective. And we will get second editions after that (or maybe the second edition will be a subscription to a website). Quality will improve, but I just want you to see where the authors are going.
That the book is not encouraging deeper thinking can be seen by reading most of the five star reviews. They are mostly one-liners. Scary, I hope they are just wannabes and not product developers. I give the book three stars.
Value Proposition Design (#VPDesign) clearly teaches how to discover customers’ real needs – the needs they have for and by themselves, not the needs we want them to have or the needs we want to solve…even if they aren’t really the customers’. The VPDesign toolkit – which is easy to follow, use and adopt – makes it difficult to retain your own biases and see reality.
It’s not just the words. The fabulous visual and symbolic style of the book makes it easy to follow, to use as a handbook and daily tool for prototyping, testing, iterating and creating meaningful and valuable solutions for customers. The icons are memorable and can become part of your team’s lexicon for thinking about customers. Just as in Business Model Generation, this book is a tool to use daily to think about your business – internally and externally. I’ve used the VPDesign extensively with entrepreneurs, intrapreneurs and for customers outside the organization and inside the organization.
So, you MUST get this book (and Business Model Generation) and start using it. It will change how you view your business, your customers – for the better, in ways you can’t even begin to imagine.
In full disclosure, I helped co-create Alex & Yves’ first book, Business Model Generation and was a pre-reader for Value Proposition Design.