Value Proposition Design by Alexander Osterwalder, Yves Pigneur, Gregory Bernarda & Alan Smith

Value Proposition Design

By Alexander Osterwalder, Yves Pigneur, Gregory Bernarda & Alan Smith

  • Release Date: 2015-01-26
  • Genre: Business & Personal Finance
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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.


  • Buy the print version, NOT THE E-BOOK

    By Sam Gerace
    As with his prior book, Osterwalder nails the content. However, it is unreadable as an ebook. If the content weren’t so valuable, I would have rated it 1 star. It is effectively useless on an iPad Air. The layout choices cause related items to be scattered across pages. The artful graphics wrap oddly so that they aren’t associated with the text they are meant to reinforce. Clearly they took the (beautiful, readable) print version and gave it to some associate with instructions to quickly convert it to an e-book format. Odd that Osterwalter wouldn’t have done Value Proposition Design on his own work. If he had, he would have given this to a designer with the instructions to run the process to assure that this was as good a user experience as the print version.