Value Proposition Design

How to create products and services customers want. Get started with...

Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith

Publisher: Wiley, 2014, 290 pages

ISBN: 978-1-118-96805-5

Keywords: Business Development

Last modified: June 14, 2015, 9:28 p.m.

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 a core challenge of every business — creating compelling products and services customers want to buy. This practical book, paired with its online companion, will teach you the processes and tools you need to succeed.

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

Value Proposition Design is for anyone who has been frustrated by business meetings based on endless conversations, hunches and intuitions, expensive new product launches that blew up, or simply disappointed by the failure of a good idea. 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 but comprehensive process of designing and testing value propositions, taking the guesswork out of creating products and services that perfectly match customers’ needs and desires.

Practical exercises, illustrations and tools help you immediately improve your product, service, or new business idea. In addition the book gives you exclusive access to an online companion on You will be able to complete interactive exercises, assess your work, learn from peers, and download pdfs, checklists, and more.

Value Proposition Design complements and perfectly integrates with the ”Business Model Canvas” from Business Model Generation, a tool embraced 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.

  1. Canvas
    1. Customer Profile
    2. Value Map
    3. Fit
  2. Design
    1. Prototyping Possibilities
    2. Starting Points
    3. Understanding Customers
    4. Making Choices
    5. Finding the Right Business Model
    6. Designing in Established Organizations
  3. Test
    1. What to Test
    2. Testing Step-by-Step
    3. Experiment Library
    4. Bringing It All Together
  4. Evolve
    • Create Alignment
    • Measure & Monitor
    • Improve Relentlessly
    • Reinvent Yourself Constantly
    • Taobao: Reinventing (E-)Commerce
    • Glossary
    • Core Team
    • Prereaders
    • Bios


Value Proposition Design

Reviewed by Roland Buresund

Decent ****** (6 out of 10)

Last modified: June 14, 2015, 9:28 p.m.

Well, they may call it Value Proposition, but most marketers call it USP. But it doesn't matter, it is still a decent book that maps into the Business Model Canvas very well.

Not a must-read, but an OK book.


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