内容简介

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 Strategyzer.com. 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.

作者简介

Dr. Alexander Osterwalder and Alan Smith are co-founders of Strategyzer.com, a company specializing in tools to design, test, and manage strategies, business models and value propositions. Dr. 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 ...

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精彩摘录

价值主张画布和商业模式画布是达成一致意见的有效工具。

——引自第272页

客户的痛点分为三类，不想要的结果、问题及特性：痛点有功能层面的（例如一个方案不起作用、运行不好或有其他负面影响）、社会层面的（做这事看起来不好）、感情层面的（每次我做这事时都感觉很差）或辅助层面的（真烦人，每次都要为此去仓库）。障碍：妨碍客户开始工作或使工作放缓的因素（例如，我没有时间精确的完成此项工作，或我无力承受现在的任何一种方案）。风险：不想要的潜在结果。建议：使痛点具体化。将工作、痛点、收益清楚区分，并尽可能的具体化。如，当客户说“在线等待是浪费时间”，需跟踪了解具体到多少分的等待时间后，客户感觉是在浪费时间。

——引自章节：1.1客户概况