Summary of Value Proposition Design

How to Create Products and Services Customers Want

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Value Proposition Design book summary
You can follow a no nonsense process to “create products and services customers want.”


7 Overall

7 Applicability

7 Innovation

8 Style


This manual serves as the sequel, or attendant workbook, to the bestseller Business Model Generation by Alex Osterwalder and Yves Pigneur, who are co-authors here with their Strategyzer software colleagues Greg Bernarda and Alan Smith. Their value-design workbook reduces the process of creating a product or service to its basics. Its PowerPoint-style text and accompanying info-graphics illustrate a clear-cut process for developing “products and services consumers want,” and will buy, use and enjoy. The authors focus their instructional guidebook on practicalities while leaving R&D theory to others. Their repetition of “jobs, pains and gains” forms a mantra supporting one singular purpose: following a straightforward process for creating offerings that sell because they help clients with their jobs, ease their pains and give them the gains they seek. The bullet-point format supports concepts that feel intuitively self-evident – information you may already know but haven’t codified or harnessed. Even experienced readers will benefit from this back-to-basic primer’s systematic approach. getAbstract recommends its information package – clear illustrations, sharp methodology, exercises, discussion questions and checklists – to designers and developers.

In this summary, you will learn

  • What factors to weigh as you create a value proposition
  • How to use a “Customer Profile” and “Value Map” in your planning
  • What decisions matter most as you design and test products and services
  • How to apply this process to your business


Designing Your Value Proposition
You and your team work hard creating products and services you believe your customers need and want. You devote time and resources to product development. You define and refine a business plan according to customer-specific data. You debate the pros and...
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About the Authors

Alex Osterwalder, Yves Pigneur, Greg Bernarda and Alan Smith work for Strategyzer, a software company. Osterwalder and Pigneur co-wrote the bestseller Business Model Generation.

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