Designing a value proposition (or a ‘value prop’ if you want to be cool) is about detecting and defining the customer segments identifying jobs, pains and gains to then translate them into actionable products and services that successfully respond to customers’ needs. But I learnt all these after reading this book, before in my mind it just represented a USP fresh renaming.
Anyways, even though what Alex Osterwalder and the rest of the team propose is a fully customer-centric approach that starts with team assumptions that evolve into research-based facts, the contrast shouldn’t be only limited to what customers say and do but also taking into account a solid business model and a culture of continuous experimentation (as you can find ‘Business Model Generation’ and ‘Testing Business Ideas’ respectively, both being books created by Strategyzer). Books sips about these 2 coming soon, stay tuned! Meanwhile, a sip:
‘When you start exploring new ideas, you are usually in a space of maximum uncertainty. You don’t know if your ideas will work. Refining them in a business plan won’t make them more likely to succeed. You are better off testing your ideas with cheap experiments to learn and systematically reduce uncertainty.’
Jobs, pains, gains, test, repeat!
Value Proposition Design
How to Create Products and Services that Customers Want
by Alexander Osterwalder, Yves Pigneur, Greg Bernarda and Alan Sm
Do you want to put in the market meaningful solutions for actual customer needs? Is your company struggling to involve the different parts required for generating outcomes that meet customer expectations? or are you just curious to learn more about building solid value props? This (together with the rest of Strategyzer books) is your answer!
320 pages, Wiley John + Sons 2014