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Разработка ценностных предложений: Как создавать товары и услуги, которые захотят купить потребители

Alexander Osterwalder (Goodreads Author),

Александр Остервальдер

4.28 · Rating details · 4,940 ratings · 186 reviews

В основе любой бизнес-модели лежит ценностное предложение, описывающее преимущества, которые ваши товары и услуги дают потребителю. Новый инструмент, разработанный авторами этой книги, — шаблон ценностного предложения позволит рассмотреть все аспекты сложного процесса разработки и тестирования новых продуктов и прийти к такому варианту предложения, который выведет ваш бизн ...more

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Published (first published September 16th 2013)

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Jul 09, 2018 Ahmad hosseini rated it really liked it · review of another edition

Shelves: self-development, management

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. ...more

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Oct 30, 2014 Semi-Academic Eric rated it liked it · review of another edition

Shelves: design-service, researched-read-some, marketing-small-business, ideation, business-modeling, design-enterprise, woo, marketing-research, strategic, business-strategy

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 ...more

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Nov 04, 2014 Jose Papo rated it it was amazing · review of another edition

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 ...more

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Jan 29, 2015 Adam Zabell rated it really liked it · review of another edition

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 ...more

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Aug 23, 2019 Ahmad Badghaish rated it really liked it · review of another edition

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.

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Mar 29, 2020 Mehis rated it it was amazing · review of another edition

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.

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Sep 06, 2020 Petar Ivanov rated it really liked it · review of another edition

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?

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May 22, 2020 Kunal rated it liked it · review of another edition

Decent Read. Graphics are engaging.

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Oct 30, 2014 Fred Rose rated it it was amazing · review of another edition

Shelves: top-25-nonfiction, acara-reading-list, business-mgmt

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.

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Nov 08, 2014 Anas Faris rated it it was amazing · review of another edition

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.

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Mar 27, 2017 Mario Lucero rated it it was amazing · review of another edition

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.

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Jun 09, 2017 Mohammed EL ASSAL rated it really liked it · review of another edition

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.

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Jun 12, 2017 Kenny Lam rated it it was amazing · review of another edition

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.

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Aug 20, 2018 InvestingByTheBooks.com rated it really liked it · review of another edition

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 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 practically applicable as possible. The book seeks to help companies to take steps that will make them deliver what customers want to buy.

The core of what the authors name the Value Proposition Canvas is a three-step process. First, examine and list what customers in a segment do, what outcomes they wish for and which fears they have. Prioritize the above from the most important to the least in order to understand what matters for customers. Second, list products offered, outline which products help customers to achieve what they wish for and which help them avoid what they fear. Prioritize with regards to how important the products are for customers. Lastly, decide on a value proposition with a good fit with what customers want.

As defined by the book great value propositions have great business models with either high potential volumes or good pricing power. They focus on what matters most to customers, focus on unsatisfied customer needs, differentiate from competition and substantially outperform competition in at least one dimension, target a few things extremely well, align with how customer measure success and are difficult to copy.

So, in essence: understand what your customers want, offer them something of what they want most that they also are ready to pay for and that differs from what the competition is offering. It sounds like a fairly obvious strategic exercise for companies to perform now and then. This doesn’t mean that all or even most companies do, as they are trapped in old structures and hierarches.

Value Proposition Design should, to deliver its full value, be read in conjunction with the previous Business Model Generation and it shows a lot of similarities with the predecessor. It presents a basic model that is simple and almost obvious when you have seen it but still have great value as prior to seeing it your thoughts aren’t sufficiently organized. At least for me it started a process where I jotted down plenty of scribbles on issues regarding my own work. It is also a beautiful book in a designer type of way but at times it crosses the line and looks more like a children’s book. Being pedagogical isn’t always the same as drawing plenty of colorful stick figures.

Just as in the previous book my opinion is that the authors add too much adjacent material to the first important model. The Value Proposition Canvas is presented in the first 60 or so pages and the rest 200+ pages are basically about implementation issues. All these supplementary models from this or that cool art director, savvy venture capital investor etc. distract and diminish its practical value more then anything else. Implementation is important but the balance becomes too skewed in my opinion. I also got a bit disappointed as the authors start out with pointing to the fact that value proposition innovation occurs both in new ventures and through reinvention of existing businesses but then hardly touches on the later.

The target audience for the book is hardly the executive management of a crude oil refinery, a petrochemical plant or a mining corporation. It is rather the forerunners of the digital economy that benefit the most from the text. If you are setting up a new software company this is a book for you.
Value Proposition Design presents an illustrative and important base model that I will continue to use for a long time and many companies would benefit greatly from doing the same. ...more

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Jan 13, 2019 Adam McNamara rated it really liked it · review of another edition

Shelves: best-of-2019, business, nonfiction

Value Proposition Design is about...how 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 Value Proposition Design is about...how 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 and services you offer, how they alleviate the customer pains, and how they deliver benefits.

The book is good. It explains, step-by-step, how to design and test value props to increase your chances of business success. The process is solid, the steps are fairly clear, and the tests are effective.

That said, I’d suggest three major changes to this book.

In the last chapter, the authors show a small diagram called “Progress Indicators.” It visually summarizes the entire value prop design process - the activities and milestones, as a flow chart. This visual representation is the trunk of the tree of knowledge. All of the material in the book are simply branches and leaves on this tree. This diagram should be presented in the first chapter to then attach all of the supporting information.

The first step in the process is “Value Proposition Prototyping.” After, startups are then encouraged to interview or observe customers to understand and rank problems, pains, and gains. This is backwards. Problems should be observed first, and hypotheses developed and confirmed later. Prototyping first is simply hand waving and a waste of time. As the authors say later, evidence trumps opinion. This is a rare case of not practicing what they preach.

Finally, talking to customers... Talking to customers is THE fundamental skill in this book. It comes up again and again. And yet, it’s sadly underserved by the material. The book provides tips for interviewing customers. Instead, it should provide sample scripts for Problem Discovery, Problem Validation, and Value Prop Validation. Best practices should be discussed using real narrative examples. Not including these creates a huge opportunity for the good advice in this book to fail.

That said, this is a great book discussing the hardest part of designing products. But be aware you’ll have to read additional books to be effective. ...more

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Feb 16, 2021 Sean rated it it was ok · review of another edition

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 ...more

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Jan 13, 2018 Tom rated it did not like it · review of another edition

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 ...more

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May 08, 2018 Bülent Duagi rated it really liked it · review of another edition

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 ...more

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Aug 21, 2019 John Cumming rated it really liked it · review of another edition

Shelves: 2019, innovation, strategy, agile

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

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May 03, 2018 Matthew MacLennan rated it it was amazing · review of another edition

Shelves: creativity, business

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

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Jul 27, 2019 Lucas Carlson rated it really liked it · review of another edition

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.

W ...more

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Aug 17, 2019 Misol 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 ...more

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Feb 16, 2018 Salman Ali Ehsan rated it it was amazing · review of another edition

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!

...more

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Mar 05, 2019 Gergely Gorcs rated it it was amazing · review of another edition

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 ...more

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May 10, 2020 Eszter 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

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Jan 22, 2019 Chris rated it it was ok · review of another edition

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.

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Dec 16, 2019 Allisonperkel rated it liked it · review of another edition

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. ...more

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Mar 17, 2020 Nikki rated it liked it · review of another edition

Shelves: e-library, 2020reads

There's lots of good information, but they are short and come across as punchy (this is how you should do it tone). If that's your preferred style, this would work for you. Otherwise, if you are looking for case studies, examples, this would come across as lacking. The graphics, while interesting at first, got distracting half way through.
A lot of the concepts could apply to software solutions but not all. ...more

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Jun 27, 2020 Du Nguyen rated it liked it · review of another edition

Good book on creating a value proposition design. It provides a great framework to find the right value proposition and finding the right product/market fit. It's great as a primer and provides more detail than the Lean Startup of which it has stolen all of its ideas about value propositions.
I really liked that you can grab all of the charts, graphs, and cheatsheets from the website although you'll have to provide them your email address to do so. ...more

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Jul 13, 2018 Murat Tortopoğlu rated it it was amazing · review of another edition

One of the best for early stage startups and product managers

The vpc canvas and its use cases are incredible. Its always superior than xplane emphaty map and job canvas. Those tools are not practical for founders especially when they are solving a problem which they had experienced it personally.

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About Alexander Osterwalder

Alexander Osterwalder

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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 ...more