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Value Proposition Design: How to Create Products and Services Customers Want / Edition 1

Value Proposition Design: How to Create Products and Services Customers Want / Edition 1

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Product Details

ISBN-13: 9781118968055
Publisher: Wiley
Publication date: 10/20/2014
Pages: 320
Sales rank: 96,911
Product dimensions: 7.40(w) x 9.40(h) x 0.90(d)

About the Author

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, AlanSmith, and completed by Greg Bernarda,, and Trish Papadakos.

Dr. Alexander Osterwalder and Alan Smith areco-founders of, 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 ModelGeneration, 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 ModelGeneration 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 ofColgate, 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 ValueProposition Canvas with Alex Osterwalder and Yves Pigneur, and thebreakthrough design for Business Model Generation. He co-foundedStrategyzer 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 SheridanJoint 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.

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Table of Contents

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

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Value Proposition Design: How to Create Products and Services Customers Want 5 out of 5 based on 0 ratings. 1 reviews.
Deb_Mills-Scofield More than 1 year ago
No Compelling Value Proposition Means No Business ~ Read This!!! 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.