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

Alexander Osterwalder and Yves Pigneur, with Gregory Bernarda and Alan Smith, offer a method for designing offers that customers actually want. The central tool is the Value Proposition Canvas, which pairs a customer profile, made up of jobs to be done, pains and gains, with a value map listing products and services, pain relievers and gain creators. The book walks through how to design, test and iterate propositions, how to run experiments and how to build a culture around finding fit. It is highly visual, with diagrams and checklists on nearly every page.

Product managers, founders, marketers and teams working on new offers will find a practical workbook. It also suits those who have already used the Business Model Canvas and want a more detailed way to examine the customer side.

Practical, outward-looking, growth-minded and clear-cut; an easy read.

Best for readers like The Practical Optimizer. Which reader are you?