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Value Proposition Design

How to Create Products and Services Customers Want

By Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos
12-minute read
Audio available
Value Proposition Design: How to Create Products and Services Customers Want by Alexander Osterwalder, Yves Pigneur, Greg Bernarda, Alan Smith, Trish Papadakos

Value Proposition Design (2014) is a comprehensive guide to designing compelling products and services. Real value comes from empathizing with customers to find out what everyday jobs and tasks they need help with. However, coming up a product that helps customers complete these jobs and tasks is only the beginning.

  • Aspiring or current entrepreneurs
  • Anyone interested in innovation and value creation

Alexander Osterwalder, an entrepreneur and respected keynote speaker, is a co-founder of the company Strategyzer, which offers a platform and services to create superior products and businesses.

Yves Pigneur is a Belgian computer scientist who specializes in management information systems.

Greg Bernarda is a popular speaker on innovation and strategy; he is currently an advisor for the consulting firm Utopies.

Alan Smith is a designer and entrepreneur. He is also a co-founder of Strategyzer, where he creates tools to help people design better businesses.

Trish Papadakos is a photographer and designer who has been at the forefront of many successful businesses. She teaches design at Central St. Martins in London.

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