Business Model Value Propositi
How to create products and services customers want.
Get started with…
Value
Proposition
Design strategyzer.com/vpd Written by
Alex Osterwalder
Yves Pigneur
Greg Bernarda
Alan Smith
Designed by
Trish Papadakos
Series
Sequel to
Business Model Generation
International Bestseller
30+ Languages
2. Design
3. Test
4. Evolve
1.1 Customer Profile 10
1.2 Value Map 26
1.3 Fit 40
2.1 Prototyping Possibilities 74
2.2 Starting Points 86
2.3 Understanding Customers 104
2.4 Making Choices 120
2.5 Finding the Right Business Model 142
2.6 Designing in Established Organizations 158
3.1 What to Test 188
3.2 Testing Step-by-Step 196
3.3 Experiment Library 214
3.4 Bringing It All Together 238
Create Alignment 260
Measure & Monitor 262
Improve Relentlessly 264
Reinvent Yourself Constantly 266
Taobao: reinventing (E-)commerce 268
SU
CC
ES
S
1. Canvas
TION
RVA
OBSE
TO G
TIN
TES
ENT
ESSM
ASS
UE
7Q
NS
STIO
M
FROING
T
TES
TS
POIN
TING
STAR
G
YPIN
TOT
PRO
L
ESS
DE
MO
SIN
BU
HYPO
THES
IS
ED
FAIL
You’ll love Value Proposition
Design if you’ve been…
BL A H ,
STRATEGYZER.COM / VPD / INTRO
VI
BL AH
…
BLAH
VII
STRATEGYZER.COM / VPD / INTRO
H,
BLA
BLAH
BLAH
BLAH
Overwhelmed by the task of true value creation
Frustrated by unproductive meetings and misaligned teams
Involved in bold shiny projects that blew up
Sometimes you feel like…
You have experienced teams that…
You have seen projects that…
ǃɲ There should be better tools available to help you create value
ǃɲ Lacked a shared language and a shared understanding of
ǃɲ Were big bold bets that failed and wasted a lot money.
for your customers and your business.
ǃɲ You might be pursuing the wrong tasks and you feel insecure about the next steps.
customer value creation.
ǃɲ Got bogged down by unproductive meetings with tons of unstructured “blah blah blah” conversations.
ǃɲ It’s difficult to learn what customers really want.
ǃɲ Worked without clear processes and tools.
ǃɲ The information and data
Get started with…
Value
Proposition
Design strategyzer.com/vpd Written by
Alex Osterwalder
Yves Pigneur
Greg Bernarda
Alan Smith
Designed by
Trish Papadakos
Series
Sequel to
Business Model Generation
International Bestseller
30+ Languages
2. Design
3. Test
4. Evolve
1.1 Customer Profile 10
1.2 Value Map 26
1.3 Fit 40
2.1 Prototyping Possibilities 74
2.2 Starting Points 86
2.3 Understanding Customers 104
2.4 Making Choices 120
2.5 Finding the Right Business Model 142
2.6 Designing in Established Organizations 158
3.1 What to Test 188
3.2 Testing Step-by-Step 196
3.3 Experiment Library 214
3.4 Bringing It All Together 238
Create Alignment 260
Measure & Monitor 262
Improve Relentlessly 264
Reinvent Yourself Constantly 266
Taobao: reinventing (E-)commerce 268
SU
CC
ES
S
1. Canvas
TION
RVA
OBSE
TO G
TIN
TES
ENT
ESSM
ASS
UE
7Q
NS
STIO
M
FROING
T
TES
TS
POIN
TING
STAR
G
YPIN
TOT
PRO
L
ESS
DE
MO
SIN
BU
HYPO
THES
IS
ED
FAIL
You’ll love Value Proposition
Design if you’ve been…
BL A H ,
STRATEGYZER.COM / VPD / INTRO
VI
BL AH
…
BLAH
VII
STRATEGYZER.COM / VPD / INTRO
H,
BLA
BLAH
BLAH
BLAH
Overwhelmed by the task of true value creation
Frustrated by unproductive meetings and misaligned teams
Involved in bold shiny projects that blew up
Sometimes you feel like…
You have experienced teams that…
You have seen projects that…
ǃɲ There should be better tools available to help you create value
ǃɲ Lacked a shared language and a shared understanding of
ǃɲ Were big bold bets that failed and wasted a lot money.
for your customers and your business.
ǃɲ You might be pursuing the wrong tasks and you feel insecure about the next steps.
customer value creation.
ǃɲ Got bogged down by unproductive meetings with tons of unstructured “blah blah blah” conversations.
ǃɲ It’s difficult to learn what customers really want.
ǃɲ Worked without clear processes and tools.
ǃɲ The information and data