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

How good is this book? Well not only should you read this book, but everyone at your company should read this book as well. It is a game changer. Value Proposition Design is a sequel to the authors' previous book, Business Model Generation. If you're not familiar with their previous book, its worth a read, but I'll be honest... Not everyone at your company needs to read their first book. I'm a firm believer in their book, at this point I would rather see a Business Model than a Business plan. So I want the business and technical leadership to read Business Model Generation. But Value Proposition Design is the book I want everyone to read. The new book focuses on the most important part of any product, crafting the value proposition; in other words, why a customer should use your product or service. And it does a fantastic job. It can be very difficult to get people to start thinking about their product from the customers point of view. But just the templates the authors posted to their website changed how I promoted my ideas. Their book is just incredible. Its a guided tour in how to make great products. It starts with a guide to how to think about your product from the customers point of view and communicate that around your company. In fact, you can get that guide for free from their website. It's the first 100 pages of the book. If the book just did that it would be worth the cost and time. But their book goes beyond that to discuss how you can actually make that product happen as you test your product with customers, adjust to the slings and arrows of the market. In other words, its not just how to think from the customers point of view to create great products, but its how to bring those products through the development pipeline. It's filled with tips and tricks that people have used; expect to keep the book on your desk going forward as you bring your products to market. It's basically a cookbook for making great products. I can't recommend this book highly enough. Try the first half free from www.strategyzer.com . Then buy it. Your company will be glad you did.

Alex Osterwalder & team have created the definitive easy-to/must-uses guide on how to create a compelling value proposition. Yes, definitive. Any business is first and foremost about the customer, even though it seems so many have forgotten that. If you don’t have a compelling value proposition, you don’t need a business model because you won’t have a business. 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.

One of the first books that goes into detail about Jobs-To-Be-Done, and then linking that with observational anthropological research for discovering the right customer archetype for your product/service business. It's a blend of design thinking and Customer Discovery, but wrapped into simple visual depictions. I'd say that it's unlike the Business Model Generation book, because it appeals to the layman through easy to understand concepts. In this manner, they appeal to a much larger population of people who might not have extensive business schooling. I highly suggest reading it if you plan on opening a business, because it's going to save you money & time.

The book is well written and the content is great. Whether you are new to the concept or a seasoned value proposition designer, the book provides a great foundation and ways to expand your own value proposition (personal or business). I did not give it a five star because there are some pages where I think a darker font would have been more appropriate for easy reading. Their books, Business Model and Value proposition complement each other and you will get more out of them when you read both books.

Great for tech business.

So many people will use the jargon-sounding term, 'value proposition', and not really understand the deep meaning of the term. Coming up with a value proposition that matches the offer will the needs of the customer, is absolutely not a simple task, but this book and its Value Proposition Canvas makes the process a huge amount easier. Making use of the Canvas by first designing it, then testing it in real life, before evolving it to a point where it can really make a difference is a task that you will really only come to understand once you have read and applied this book. Along with Business Model Generation by the same team, I rate this book as must for intending entrepreneurs.

Libro semplicemente strepitoso. Consegna puntuale, contenuti di facile comprensione e immediatamente comprensibili che rendono semplici concetti abbastanza complessi. Consigliatissimo a chi ha già letto Business model generation.

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.

一昔前、「キャンバス」といえば画家が使うものと相場が決まっていましたが、今や「ビジネスモデル・キャンバス」はオフィスの必需品になっています。 4年前に「ビジネスモデル・ジェネレーション」を刊行し、世界中にこのキャンバス・ブームを巻き起こしたアレックス・オスターワルダーが、満を持してリリースした第2作、それが「Value Proposition Design」です。 本書では、新たに「バリュープロポジション・キャンバス」が提案されています。 Chapter 1: Canvas 主な内容：バリュープロポジション・キャンバスの基礎（Job-Pain-Gainモデル） Chapter 2: Design 主な内容：キャンバスとデザイン思考による発想法 Chapter 3: Test 主な内容：キャンバスとリーン・スタートアップによる仮説検証法 Chapter 4: Evolve 主な内容：まとめ 本書の最大の特徴は、そのビジュアルな紙面でしょう。一般に、ビジネス書は文字がぎっしり詰まった無味乾燥なものが多いですが、本書は「絵本」と言っても過言ではないくらい、書籍全体が高品質なイラストで埋め尽くされています。（これは「絵ばかりで内容が無い」という意味ではありません。各イラストは、文章以上に豊かな内容を簡潔に表現しています。） また、イノベーションのための現代の各種方法論が統合されています。本書の基盤はキャンバスとデザイン思考とリーン・スタートアップですが、破壊的イノベーション、ブルーオーシャン戦略、イノベーション・ゲームといった方法論からの知見やツールも取り入れられています。 さらに、専用のオンライン・コンテンツが提供されています。読者は無料でアカウントを開設（開設時に、読者であることを確認する「3問のクイズ」が出題されます）して、演習問題に取り組んだり、キャンバスのフォーマットやポスター等をダウンロードしたりできます。 なお、バリュープロポジション・キャンバスはビジネスモデル・キャンバスを置き換えるものではありません。2つのキャンバスは交互に用います。つまり、製品／サービスの発想・検証にはVPキャンバスを用い、ビジネスモデル全体の発想・検証にはBMキャンバスを用いるのです。これによって、「顧客価値の創造」と「ビジネス価値の創造」という2つの命題を、キャンバスという一つの枠組みの中で解くことができるようになります。 本書は、2010年代後半の製品／サービス開発の共通言語の一つとなるのではないでしょうか。新製品／新サービスの企画や、プロダクト・マネジメントに携わる人には必読の書と言えるでしょう。翻訳版の刊行も待ち遠しいですね。

Cet ouvrage présente de façon claire et visuelle tous les derniers outils appliqués à la value proposition : cycles courts de tests, prototypage rapide, importance du design et de l'expérience client. Les exemples analysés sont suffisamment variés et nombreux pour inspirer le lecteur. Concret, pratique, ludique mais rigoureusement structuré.

Very good book!