Value Proposition Design: How to Create Products and Services Customers Want (The Strategyzer Series)

I’ve not read this yet as I’ve been busy with a uni assignment but I’ve flipped through. The graphics are fantastic. It’s a practical book with lots of exercises to complete and I’m looking forward to buying others in this series by the author/publisher.The back of the book is very funny. I won’t give it away but it’s actually genius!! It’s upside down and back to front but what it says is funny.

Whether you are thinking about a Business Proposition, a Project or even trying to bring some clarity about the purpose of your Team, Value Proposition Design is a clearly and well thought out construct to follow. Using the structure - populate the sections with your reality and see how this shapes up. My suggestion - work with Post It notes and an Ink Pen that allows you to rub out, then you have a really flexible format to put moveable bullet points together that can be amended / improved as your thinking develops.As a Team Manager offering a Service into a Manufacturing plant, the book guidelines are perhaps a little naive / simple, because what I do is so complex and intermeshed, but then no book could properly capture world intricacies - that is for you the reader to get to grips with.What have I ended up with - vision, clarity, purpose about what the Team is, what it needs to deliver, how it connects, what resources it uses, revenues, customer relationships etc. Perhaps just as importantly - what the Team is not about and clarity about when to say 'No' and direct incoming work proposals to the right people (outside the Team), because taking on such work means our ability to deliver is blunted and our purpose (to others) would become confused and blurred.No bad for a few printed pages - a re-imagining of a working reality. Go buy this book if confusion reins and getting back to the straight and narrow is where you need to be.

A really good book, nothing inspirational or new in terms of the fundamentals and underlying approach of the piece however, what is new is the methodology of idea production, tracking and development.The online toolkit (which you get a lite version of free after purchasing the book) has some really useful stuff in it and I would encourage any purchaser to use this as well in conjunction with the book as it really enhances your learning trajectory.The book itself is short on words and big on ideas. As they say - a picture is worth 1000 words and a lot of the time you're reading something, with the visuals and the guides online new ideas pop into your head as you're reading. I'd encourage all purchasers to sit there with a big pad whilst reading as you're likely to get at least 40 new ideas for your company whilst going through it.I wouldn't advocate a complete adoption of all the suggestions in the book, some of them are very American and wouldn't go down with a British audience or workforce, but there is a tonne of good stuff there. The Stanford 2016 reading list highlights yet another blinder!4/5 - brilliant book, well worth a read.

Exactly the opposite of what we want to do!This book aims to help you avoid the above all-too-common pitfalls. We have come across some of its key themes in myriad different guises before: focus on the customer, identify their pain points, prototype your ideas. But what’s different is that they’ve applied their own methods to this book. And the result is that it’s easy to read (very visual), it comes with an online tool-set that you can start to use straight away, and even provides support for explaining the benefits of the approach to your colleagues. I’ve already used the methods and it’s helped my team come up with suggestions that we hadn’t previously thought of. Combined with the other book in the series, “Business Model Generation”, this should increase our chances of defining business models and propositions that the customer actually wants and that increase our profit!

Amazing quality, a must-have for all business owners and business students!

This is a very stylish book, starting with the front and back covers which show the effects of good and bad value proposition designs respectively. It also includes access to online templates and exercises.It is a follow-up to their earlier book Business Model Generation.Does the style overwhelm the substance?It makes some excellent points:1) value proposition design is messy and ongoing as you learn and your customers and competitors adapt.2) the methodology brings together the environment, the business model and the value proposition through the use of stylised templates that force you to consider issues to avoid empty spaces on the forms.3) there are detailed instructions on how to fill in the templates although these have to be generic and you can expect difficulties when you apply the techniques to specific situations.4) it emphasises fit between customers, the product and the business model. This should be common sense but alas, in the real world, this is where problems emerge.5) it can bring together the product development team focused on a shared vision and mental model.6) it is flexible and doesn't have a bias towards manufacturing or any other particular type of business.Unfortunately I also think there are issues which may mean that the book isn't suitable for you:1) It's not easy to read and understand. As it is a manual for creating change, the instructions for filling in the forms feel like technical work. Despite my intense interest in the subject, I pre-ordered the book, started it the day it was delivered and then put it to one side. I found I was reluctant to go back to it. I forced myself but since too many management books are bought, started but never finished, I fear that this will add to the pile of well meaning purchases.2) I have a fear that the process may take over from genuine insight and inspiration that can link together customer pain symptoms, diagnosis and solutions. I suspect that filling in the forms become an end in itself which gets the project team excited but doesn't fire up enthusiasm elsewhere.3) It's more suited to big businesses than small businesses in my opinion.4) It's big on concept and it has a strong logical appeal but, if you like the methodology, it pulls you into spending more money with the authors.5) Don't get this on kindle. I believe you need the physical book to get the best out of it.As I was reviewing the book, I was left with an uneasy feeling. I have great sympathy for the objectives of the authors. Effective value propositions are essential if businesses are going to succeed and everything that is done to encourage entrepreneurs to carefully think through the opportunity should be applauded.Perhaps part of my problem is the "not invented here" syndrome. This is not how I do it and while I'll read some books and pick up ideas to incorporate into my methodology, this leaves me cold.An easy framework I use to help look at value proposition is across the three big business risks1) Is there genuine customer demand? A real problem that customers will be willing to pay to solve?2) Is the business able to withstand current and future competition? Does it have some kind of advantage that can be sustained?3) Does the business have the capabilities to consistently deliver on its marketing promises?The book looks great and judging by its popularity, many people love the book but I'm really puzzled to understand why.Paul Simister, a business coach who helps business owners who are stuck, get unstuck.

Love this book, very informative and helpful, help you to get your value proposition for your business model in easy research process. Beautiful and stunning binding book.

The book offers good frameworks, but the content could have been delivered in a much narrower format. It contains a lot of fancy illustrations, but it does not make this book a better read.

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。

This book has helped me through the last 15 years. I bought it an airport, used it at my job moved on married, had kids, lost it in the mix and bought it again. I read it, used it at work lost it and missed it. If that tells you anything…Its interactive in the way it frames your mind to get real about your customers and what you offer. I read it, used it, and missed it. Very grateful for the author to make it more of an interactive exercise vs words on a page. Side note i might have adhd.

Works as a great plug-in to Osterwalder & Cos. previous book, "Business Model Generation". I'm currently creating a startup and I'm a fan of Osterwalder and of the Steve Blank/Eric Ries methodologies of creating startups, but I had gotten stuck on the part of developing a proper fit between the Value Proposition and the Customer Segment boxes in the the Business Model Canvas. I'd perceived a gap in the operational aspect of conducting proper tests to nail this relationship in the original book.The format of this book makes it easy to dip in and out of without losing your train of thought. It's outline is crystal-clear and the illustrations add greatly to help understand the theme at hand. I found the "Experiment Library" in the chapter on Tests especially useful. Here you can choose the appropriate mix of experiments to conduct in order to extract insight based on your customers' behaviour or comments.But, this book is of NO use for readers who cannot accept failure as a means of learning and improving your value proposition. Nor is it for those who cannot tolerate being proven wrong at times, since the spirit of these business development methods is developing products that customers want through validating (or not) your initial hypotheses.

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.