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


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Would you like to change to the United States site? 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. In addition the book gives you exclusive access to an online companion on Strategyzer. You will be able to assess your work, learn from peers, and download pdfs, checklists, and more.

Value Proposition Design gives you a proven methodology for success, with value propositions that sell, embedded in profitable business models. They all share a common passion for making business concepts simple, beautiful, and applicable so that they become useful and indispensable in the lives of business professionals and organizations.

Alexander Osterwalder, Dr. Alexander Osterwalder and Alan Smith are co-founders of Strategyzer. Yves Pigneur is a professor of management and information systems at the University of Lausanne, Greg Bernarda is a consultant and certified Strategyzer coach specialized in strategy and innovation, Trish Papadakos is a renowned designer and photographer. Alexander Osterwalder is the lead author of the international bestseller Business Model Generation, passionate entrepreneur, and demanded speaker. He co-founded Strategyzer, a software company specializing in tools and content for strategic management and innovation.

Follow him online alexosterwalder.

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Yves Pigneur Dr. Are there upfront investment costs, a steep learning curve, or other obstacles preventing adoption? Download trigger questions. Which savings in terms of time, money, and effort would they value?

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Which specific features do they enjoy? What performance and quality do they expect? Could there be a flatter learning curve, more services, or lower costs of ownership?

What makes them look good? What increases their power or their status? Are they searching for good design, guarantees, specific or more features? What do they aspire to achieve, or what would be a big relief to them? How do they gauge performance or cost? Do they desire lower cost, less investment, lower risk, or better quality? We chose to use potential readers of this book to illustrate the customer profile. We deliberately went beyond jobs, pains, and gains merely related to reading books, since we intended to design an innovative and more holistic value proposition for businesspeople in general.

Gains are benefits, results, and characteristics that customers require or desire. They are outcomes of jobs or wanted characteristics of a value proposition that help customers get a job. However, it is not mandatory to start with preexisting customer knowledge. You may begin exploring ideas by sketching out a profile based. Investigate how they measure success or failure of a job they want to get done. Make sure you deeply understand your customer. If you have only a few sticky notes on your profile, that probably indicates a lack of customer understanding.

Unearth as many jobs, pains, and gains as you can. Search beyond those directly related to your value proposition. Make sure you go beyond a superficial understanding of jobs. It might be that they want to bring new methods in to their organization.

Identify those e. Although individual customer preferences vary, you need to get a sense of customer priorities. Investigate which jobs the majority consider important or insignificant. Find out which pains they find extreme versus merely moderate. Learn which gains they find essential and which are simply nice to have.

Ranking jobs, pains, and gains is essential in order to design value propositions that address things customers really care about. Instructions Map the profile of one of your currently existing customer segments to practice using the customer. Map out a customer profile. Avoid frequently committed mistakes when profiling a customer, and instead follow these best practices. Products and Services Your value proposition is likely to be composed of various types of products and services:.

Your list of products and services may also include supporting ones that help your customers perform the roles of buyer those that help customers compare offers, decide, and buy , co-creator those that help customers co-design value propositions , and transferrer those that help customers dispose of a product. Some products and services are essential to your value proposition, some are merely nice to have.

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

This is simply a list of what you offer. This bundle of products and services helps your customers complete either functional, social, or emotional jobs or helps them satisfy basic needs. In terms of time, money, or efforts.

By killing frus-. Great value propositions focus on pains that matter to customers, in particular extreme pains. Great value propositions often focus only on few pains that they alleviate extremely well. The latter merely relieve moderate pains. By introducing new features, better performance, or enhanced quality.

By making things easier or eliminating obstacles. In terms of loss of face or lost power, trust, or status. In terms of financial, social, technical risks, or things that could potentially go wrong.

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

By addressing significant issues, diminishing concerns, or eliminating worries. By helping them use a solution the right way. Introducing lower or no upfront investment costs, a flatter learning curve, or eliminating other obstacles preventing adoption. Pain relievers describe how exactly your products and services alleviate specific customer pains. They explicitly outline how you intend to eliminate or reduce some of the things that annoy your customers before, during, or after they are trying to complete a job or that prevent them from doing so.

Through lower cost, improved investments, lower risk, better quality, improved performance, or better design. Focus on those that are relevant to customers and where your products and services can make a difference. Regarding specific features, performance, or quality. Via better usability, accessibility, more services, or lower cost of ownership.

By making them look good or producing an increase in power or status. In terms of good design, guarantees, or specific or more features. By helping them achieve their aspirations or getting relief from a hardship? In terms of better performance or lower cost. Gain Creators describe how your products and services create customer gains. They explicitly outline how you intend to produce outcomes and benefits that your customer expects, desires, or would be surprised by, including functional utility, social gains, positive emotions, and cost savings.

Remarkable value propositions focus on jobs, pains, and gains that matter to customers and achieve those exceedingly well. Focus on those that will make a difference for your customer.


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

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