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

A core challenge of every business is to create compelling products and services customers want to buy.  After listening to this summary, you’ll 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, thus taking the guesswork out of creating products and services that perfectly match customers’ needs and desires.

A core challenge of every business is to create compelling products and services customers want to buy. In our summary of Value Proposition Design, you’ll learn how to create value propositions customers can’t resist.

Value Proposition Design -- written by Alex Osterwalder, Yves Pigneur, Greg Bernarda, and Alan Smith, and designed by Trish Papadakos -- is the sequel to Business Model Generation, the international best-seller published in more than 30 languages.

Value Proposition Design will teach you the processes and tools you need to succeed. It explains how to use the “Value Proposition Canvas” a practical tool to design, test, create, and manage products and services customers actually want. The Value Proposition Canvas” complements and perfectly integrates with the “Business Model Canvas” from Business Model Generation, a tool embraced by start-ups and large corporations such as MasterCard, 3M, Coca-Cola, GE, Fujitsu, LEGO, Colgate-Palmolive, and many more.

After listening to this summary, you’ll 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.