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Author Osterwalder, Alexander
Title Value Proposition Design : How to Create Products and Services Customers Want
Imprint New York : John Wiley & Sons, Incorporated, 2014
book jacket
Edition 1st ed
Descript 1 online resource (323 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Cover -- Title Page -- Copyright -- Contents -- You'll love Value Proposition Design if you've been… -- Value Proposition Design will help you successfully… -- Our Value Proposition to You -- The Tools and Process of Value Proposition Design -- An Integrated Suite of Tools -- Refresher: The Business Model Canvas -- Value Proposition Design works for… -- Use Value Proposition Design to… -- Assess Your Value Proposition Design Skills -- Sell Your Colleagues on Value Proposition Design -- Chapter 1. Canvas -- 1.1 Customer Profile -- Customer Jobs -- Customer Pains -- Customer Gains -- Profi le of a "Business Book Reader" -- Ranking Jobs, Pains, and Gains -- Best Practices for Mapping Jobs, Pains, and Gains -- 1.2 Value Map -- Products and Services -- Pain Relievers -- Gain Creators -- Mapping the Value Proposition of Value Proposition Design -- Best Practices for Mapping Value Creation -- 1.3 Fit -- Fit -- Fit? -- Three Kinds of Fit -- Customer Profiles in B2B -- Multiple Fits -- Going to the Movies -- Same Customer, Different Contexts -- Same Customer, Different Solutions -- Chapter 2. Design -- 2.1 Prototyping Possibilities -- What's Prototyping? -- 10 Prototyping Principles -- Make Ideas Visible with Napkin Sketches -- Flesh out Ideas with Value Proposition Canvases -- 2.2 Starting Points -- Where to Start -- Spark Ideas with Design Constraints -- Invite Big Ideas to the Table with Books and Magazines -- Push vs. Pull -- Pull: Identify High-Value Jobs -- Six Ways to Innovate from the Customer Profi le -- 2.3 Understanding Customers -- Six Techniques to Gain Customer Insights -- The Data Detective: Get Started with Existing Information -- Ground Rules for Interviewing -- The Anthropologist: Dive into Your Customer's World -- Identify Patterns in Customer Research -- Find Your Earlyvangelist -- 2.4 Making Choices
Simulate the Voice of the Customer -- Understand the Context -- Value Proposition Design vs. Competitors -- Avoid Cognitive Murder to Get Better Feedback -- Master the Art of Critique -- Collect Efficient Feedback with de Bono's Thinking Hats -- Vote Visually with Dotmocracy -- Define Criteria and Select Prototypes -- 2.5 Finding the Right Business Model -- Create Value for Your Customer and Your Business -- Azuri (Eight19): Turning a Solar Technology into a Viable Business -- So… -- Stress Testing with Numbers: A MedTech Illustration -- 2.6 Designing in Established Organizations -- Adopt the Right Attitude to Invent or Improve -- The Business Book of the Future -- Reinvent by Shifting from Products… -- …to Services -- The Perfect Workshop Setting -- Compose Your Workshop -- Chapter 3. Test -- 3.1 What to Test -- Testing the Circle -- Testing the Square -- Testing the Rectangle -- 3.2 Testing Step-by-Step -- Overview of the Testing Process -- Extract Your Hypotheses: What Needs to Be True for Your Idea to Work? -- Prioritize Your Hypotheses: What Could Kill Your Business -- Design Your Experiments with the Test Card -- Capture Your Insights with the Learning Card -- How Quickly Are You Learning? -- Five Data Traps to Avoid -- 3.3 Experiment Library -- Choose a Mix of Experiments -- Produce Evidence with a Call to Action -- Ad Tracking -- Unique Link Tracking -- MVP Catalog -- Illustrations, Storyboards, and Scenarios -- Life-Size Experiments -- Landing Page -- Split Testing -- Innovation Games® -- Speed Boat -- Product Box -- Buy a Feature -- Mock Sales -- Presales -- 3.4 Bringing It All Together -- The Testing Process -- Measure Your Progress -- The Progress Board -- Owlet: Constant Progress with Systematic Design and Testing -- Chapter 4. Evolve -- Create Alignment -- Measure & Monitor -- Improve Relentlessly -- Reinvent Yourself Constantly
Taobao: Reinventing (E-)Commerce -- Glossary -- Core Team -- Prereaders -- Bios -- Index -- EULA
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
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Osterwalder, Alexander Value Proposition Design : How to Create Products and Services Customers Want New York : John Wiley & Sons, Incorporated,c2014 9781118968055
Subject Customer services -- Management.;Quality control.;Production management -- Quality control
Electronic books
Alt Author Pigneur, Yves
Bernarda, Gregory
Smith, Alan
Papadakos, Trish
Smith, Alan
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