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

4.18  ·  Rating details ·  5,998 ratings  ·  196 reviews
If you liked "Business Model Generation," you'll love "Value Proposition Design." The sequel builds on the same visual format and practical tools that made the first one so useful. It shows you how to use the Value Proposition Canvas, a practical business tool to design, test, create, and manage products and services customers want. It compliments and perfectly integrates ...more
320 pages
Published January 28th 2015 by Wiley (first published September 16th 2013)
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Ahmad hosseini
Jul 09, 2018 rated it really liked it
The value is what customers are looking for and ready to pay money for it. So designing a right value for right customers is very important for any business. This book helps you:
• Understand the patterns and value creation
• Leverage the experience and skills of your team
• Avoid wasting time with ideas won’t work.
The tools presented in this book can be applied to both startups and established organizations. Value Proposition Canvas is one of this tools that can be used to design and test a value.
Semi-Academic Eric
Something seems to be missing from this book that Business Model Generation had. I can't quite put my finger on it yet. Is it that the graphics are more flat and seemingly artificial? Yet, now they are in color.

Has this process gotten overly simplified and systematized? Does it leave as much room for creativity and experiential insight?

I think I need to read more to answer these questions. However, my initial feeling is that I am not sure that I want to... Aren't there other resources that alrea
Jose Papo
Nov 04, 2014 rated it it was amazing
This book is a must read companion to "Business Model Generation" by Osterwalder. You REALLY need to read this book, because it goes deeper on the most important part of your solution: the Value Proposition. Value Proposition is a combination of customer segments and the value you provide to them. It's the way you provide value to the customer and the business model is how you generate value for your company.

What I liked most is that Osterwalder not only used the important aspects of jobs to be
Adam Zabell
Jan 29, 2015 rated it really liked it
Shelves: business
tl;dr - infographic-like reference to get you from idea to profit

Once you buy into the idea of a Customer Profile instead of the psychodemographic profile, everything else falls into place. I've never been a fan of 'The Demographic of Our Best Customer' so this works for me. Kudos for referencing and borrowing the keywords of other authors; reinventing the wheel helps nobody.

And while I was impressed with how they used the publication of the book itself as a case study for how to use the book, t
Jul 31, 2021 rated it liked it
Shelves: entrepreneurship
There are gems in Value Proposition Design. The principles of canvas, design, test, and evolve are clear. There are step by step instructions for completing the canvas, collecting customer insights, testing, and launching. Buy it to keep as a reference book for iterating within a current business and creating new ones. Sign up for the Strategyzer account for the free downloads. To be a workbook style text, I did find it wordier on the sentence level than I would have anticipated, but nonetheless ...more
Ahmad Badghaish
Aug 23, 2019 rated it really liked it
Great book. I thing the authors haven’t explained the concept of the Value Proposition within Generating Business Model, so they came back with another book. The books has explained the previously mentioned concept very well.
Mar 29, 2020 rated it it was amazing
Great handbook and addition to Business Model generation. Together two most influential business books of the decade (or even two). Must read for all designers and business builders. Strongly recommended to everyone else who are interested in professional development.
Petar Ivanov
Sep 06, 2020 rated it really liked it
A great read focused on the Value Proposition Design which is embraced in the early days of the business creation. I liked the framework and the materials provided in the book. It helps you answer the biggest question of business - What value will you bring to your customers?
Ivan Atanasov
Apr 15, 2021 rated it it was amazing
Must read for anyone that is trying to create a new product or service. It is very useful for new ventures and also for new division in existing company.
May 22, 2020 rated it liked it
Decent Read. Graphics are engaging.
Fred Rose
This book will become more of a classic than Business Model Generation. Summarizes all the key points from lean startup, design thinking and many other topics. Excellent, use it in my classes and work.
Anas Faris
Nov 08, 2014 rated it it was amazing
A very clear and applicable theory not only for business, but for organizations and events as well.
A sort of interactive book, with online companion tools.
A great lesson on how to test your hypothesis on the value proposition.
Mario Lucero
Mar 27, 2017 rated it it was amazing
I strongly recommend to read Business Model Generation before buying this book to have an idea of the Business Model Canvas.

This book is very practical because of that you should enjoy reading this book.
Mohammed EL ASSAL
Jun 09, 2017 rated it really liked it
A deep dive of the business model canva design.
On theory, the framework is the way to go for business excellence.
this is a reference book not a one time read it.
Kenny Lam
Jun 12, 2017 rated it it was amazing
Easy to read. Uses less jargon and is easy to understand.

This book will help you to create a product to customers want and love.
Aug 20, 2018 rated it really liked it
This is a follow-up to the best selling Business Model Generation from 2010 and the sequel drills deeper into two out of the nine parts that made up the Business Model Canvas previously presented. Value Proposition Design aims to help the reader find a good fit between the value proposition offered to customers and the needs of the target customers. Alex Osterwalder is a Swiss business strategist, entrepreneur and author that have had great success by making his messages as simple and practicall ...more
Adam McNamara
Jan 13, 2019 rated it really liked it
Value Proposition Design is to design value propositions...

A value prop defines the benefits a customer can expect from your product. It’s one part of a business’ model, although arguably the most important. A value prop has two parts. The first is a customer profile - who you’re solving a problem for, what problems they want solved, the pains of not having the problem solved today, and what benefits solving the problem would lead to. The second part is the value map - the products a
Fred Cheyunski
Jul 02, 2021 rated it really liked it
Clarifying Value Propositions for Both Profit and Non-profit Organizations - Many have written about the benefits of this book for for-profit companies, but it is also useful for non-profits as well.

There are aspects that are helpful in each of the four main sections of the book. Since I have worked with the former and now am getting back to working with the latter, I have applied the concepts first-hand on a recent project. Particular aspects in the sections that seemed most valuable were as fo
Feb 16, 2021 rated it it was ok
Completely baffled by this book’s high rating.
The main thing I was thinking about while trying to force myself finish it was how much the people who composed it love themselves, compared to the people they’re purporting to help.
Had they tried helping the reader, they would’ve considered the reader’s experience (the cumbersome shape of the book, the fact that there’s a lot of info lost in the fold between the pages, the clutter and so on).
With all of the self adulation, they forgot about the re
Jan 13, 2018 rated it did not like it
Although a lot of people around me uses framework from this book for developing their products, the book itself is really really terrible. The worst "how-to-NOT-to" write a book example. Its form is so strong and totally out that it influences bad perceiving of a content.

Someone told to the authors that images are good, so they have it everywhere, without any point to have it. Images don't even support a written text.

But what is the worst on this book is, that a text is written not to explain we
Bülent Duagi
May 08, 2018 rated it really liked it
Easy to read, beautifully illustrated book about designing value propositions.
It's value comes primarily from connecting the Jobs-To-Be-Done theory with the Business Model Canvas: understand the customer's JTBD, the pains and gains, and then design the value proposition based on the list of products and services you create, combined with the benefits coming from creating the gains and alleviating the pains identified.

One of the things that I appreciate the most about this book is the explanation
John Cumming
Aug 21, 2019 rated it really liked it  ·  review of another edition
This review was based on a very rapid speed read. Being familiar with the value proposition canvas from this book for some time and having used it simplistically for some time, I thought a read of the book was due. The book is really a playbook on how the canvas can be used for all aspects of user/customer value discovery and design, including how it supports, drives and is driven by the business value canvas from the other popular book in this series. These two books provide a great model for d ...more
Matthew MacLennan
May 03, 2018 rated it it was amazing
Shelves: business, creativity
You can't read this book like you read a story, or poetry: It is structured in a somewhat nested format. You need to spend time studying this book and visualizing your teams practicing the exercises described. As such, this book needs to be taken seriously and you need to be "on" when you use it / read it. It's about design, so not all techniques apply if you are not designing... especially designing value propositions. HOWEVER, "value" is a wonderful thing: it comes up in so many areas of our p ...more
Lucas Carlson
Jul 27, 2019 rated it really liked it
This is absolutely a must read for those starting their first business. The book is full of practical tools meant to equip the reader for success in whatever industry they choose.

I believe that the book’s introduction to validated learning, or better yet the exposure to the mindset of it all, can aid in shifting perspective from a fantasy adventure to more of a mission based approach to entrepreneurship.

Bottomline? If you want to invent and improve value propositions this is the book to get.

Aug 17, 2019 rated it liked it  ·  review of another edition
Kindle version can be better / Content highly recommended

The first paragraph of this review is for the kindle version of the book. It does not have a feature where you can see the pages on a sort of a carousel or tiles, so it is difficult to jump from one section to another (can’t remember what this feature is called, but it’s when you double tap at the bottom of the page in other ebooks). Also some of the pictures are blurry even if you zoom in.

And so I had to buy the printed versión of the bo
Salman Ali Ehsan
Feb 16, 2018 rated it it was amazing
Shelves: owned
If you are UX designer, a Product Designer or a Product Manager (or something similar), and you haven't read this book, you haven't seen the reality as exists out there.

This book resets your focus and gives you step by step procedures to follow in developing and improving your products and services. I am so thankful to Allah for having made this guy and made him write this book, and then giving me an opportunity to learn from him and I thank Allah for the knowledge I have received as a result!

Gergely Gorcs
Mar 05, 2019 rated it it was amazing
I’ll give it 5 stars because of the content. The knowledge it gives is really great. Well structured, great concept. Worth reading.

However there are some things to improve on how the content is presented. I didn’t like the way it is edited. Chaotic placements, too much unnecessary drawings. Random font sizes. The second part (Testing, Evolve) is less useful than chapter 1 and 2. It could be done in 200 pages surely.
You can scan throught the whole book by just reading the bold text and you will
May 10, 2020 rated it it was amazing  ·  review of another edition
Despite its length it is a pretty quick read as it has many illustrations. That book is straight to the point and can basically be seen as a very important addition to the Business model canvas. Also it clarifies the importance of continuous testing and also shows concrete methods on how to do it. Some of them might be hard to execute with a small team who also doesn’t have much space (like a big workshop). The overall framework is still pretty helpful and due to its simple design, it is possibl ...more
Jan 22, 2019 rated it it was ok
Shelves: business
The value proposition canvas and business model canvas are powerful tools. This book does a bad job of explaining them and how to use them. The online resources are useful but they mean that the book is incomplete - you need a computer by you to get the most out of it. Likewise, the layout of the book - text scattered at random across the page, processes and cycles drawn in a hodge-lodge order - makes reading, distilling and song the ideas difficult. Overall it is disappointing.
Dec 16, 2019 rated it liked it
Shelves: management
another book pulling together the basics of how to do product delivery. It's not bad and it does have a lot of good tenants within it's pages. However I just found the style of the book off putting and the content more there to sell their services (as most business books that achieve a following do).

There are good things here - many of them common knowledge and many of them get tough fast should you build something truly complex.
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Dr. Alexander (Alex) Osterwalder is one of the world’s most influential strategy and innovation experts, a leading author, entrepreneur, and in-demand speaker whose work has changed the way established companies do business and how new ventures get started.

Ranked No. 4 of the top 50 management thinkers worldwide, Osterwalder is known for simplifying the strategy development process and turning com

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