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

27 May 2021

Customers don’t buy products and services as such. They buy solutions that match their needs. To reach customers you need to show them that what your product or service offers will be a solution that satisfies the customer’s needs. This is the value proposition. It is one of the key building blocks for the Business Model Canvas. Without an effective value proposition, your business will fail – even if  your product or service. is, seemingly excellent. It will fail as it won’t match customer needs. Value Proposition Design addresses this and introduces the Value Proposition Canvas that you can use to match what you offer to what your customer wants to buy.  The Value Proposition Canvas should help you design and create the products and services customers want – and this book tells you how to do it, using a similar approach to the previous book in the series Business Model Generation.  As with Business Model Generation, this book is also essential reading for anybody involved in new product development or for competitor analysts assessing competitor product development.