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

Sold by John Wiley & Sons
Free sample

The authors of the international bestseller Business Model Generation explain how to create value propositions customers can’t resist

Value Proposition Design helps you tackle the core challenge of every business — creating compelling products and services customers want to buy. This highly practical book, paired with its online companion, will teach you the processes and tools you need to create products that sell.

Using the same stunning visual format as the authors’ global bestseller, Business Model Generation, this sequel explains how to use the “Value Proposition Canvas” to design, test, create, and manage products and services customers actually want.

Value Proposition Design is for anyone who has been frustrated by new product meetings based on hunches and intuitions; it’s for anyone who has watched an expensive new product launch fail in the market. The book will help you understand the patterns of great value propositions, get closer to customers, and avoid wasting time with ideas that won’t work. You’ll learn the simple process of designing and testing value propositions, that perfectly match customers’ needs and desires.

In addition the book gives you exclusive access to an online companion on You will be able to assess your work, learn from peers, and download pdfs, checklists, and more.

Value Proposition Design is an essential companion to the ”Business Model Canvas” from Business Model Generation, a tool embraced globally by startups and large corporations such as MasterCard, 3M, Coca Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more.
Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models."

Read more

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.

Read more
16 total

Additional Information

John Wiley & Sons
Read more
Published on
Jan 26, 2015
Read more
Read more
Read more
Read more
Business & Economics / General
Business & Economics / Personal Finance / General
Read more
Content Protection
This content is DRM protected.
Read more
Read Aloud
Available on Android devices
Read more

Reading information

Smartphones and Tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and Computers

You can read books purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like the Sony eReader or Barnes & Noble Nook, you'll need to download a file and transfer it to your device. Please follow the detailed Help center instructions to transfer the files to supported eReaders.
The foremost authority on innovation and growth presents a path-breaking book every company needs to transform innovation from a game of chance to one in which they develop products and services customers not only want to buy, but are willing to pay premium prices for.

How do companies know how to grow? How can they create products that they are sure customers want to buy? Can innovation be more than a game of hit and miss? Harvard Business School professor Clayton Christensen has the answer. A generation ago, Christensen revolutionized business with his groundbreaking theory of disruptive innovation. Now, he goes further, offering powerful new insights.

After years of research, Christensen has come to one critical conclusion: our long held maxim—that understanding the customer is the crux of innovation—is wrong. Customers don’t buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does. The "Jobs to Be Done" approach can be seen in some of the world’s most respected companies and fast-growing startups, including Amazon, Intuit, Uber, Airbnb, and Chobani yogurt, to name just a few. But this book is not about celebrating these successes—it’s about predicting new ones.

Christensen contends that by understanding what causes customers to "hire" a product or service, any business can improve its innovation track record, creating products that customers not only want to hire, but that they’ll pay premium prices to bring into their lives. Jobs theory offers new hope for growth to companies frustrated by their hit and miss efforts.

This book carefully lays down Christensen’s provocative framework, providing a comprehensive explanation of the theory and why it is predictive, how to use it in the real world—and, most importantly, how not to squander the insights it provides.

©2018 GoogleSite Terms of ServicePrivacyDevelopersArtistsAbout Google|Location: United StatesLanguage: English (United States)
By purchasing this item, you are transacting with Google Payments and agreeing to the Google Payments Terms of Service and Privacy Notice.