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

Uncover what customers really care about and design solutions that actually matter

Alexander Osterwalder

8 Key Insights

About This Book

Unlock the path to creating products and services that customers truly want. By embracing value proposition design, you'll learn how to deeply understand your customers, map their real jobs, pains, and gains, and systematically test assumptions using practical, evidence-based tools. Say goodbye to wasted efforts and failed launches—this approach walks you through a dynamic, step-by-step process grounded in proven business frameworks and real-world experiments. Transform overwhelming customer insights into clear patterns, cultivate a shared language with your team, and foster relentless improvement. Whether you’re launching a new venture or revitalizing an existing offering, you’ll leave empowered to deliver outcomes customers value—and build a business model to support it.

About the Author

Alex Osterwalder, Yves Pigneur, Greg Bernarda, and Alan Smith are world-renowned experts in business model innovation and design thinking. Alex Osterwalder, co-creator of the Business Model Canvas, has collaborated with leading companies such as GE, Coca Cola, and LEGO, and is a frequent keynote speaker at top universities including Stanford and MIT. Their hands-on experience driving strategy and innovation for Fortune 500 firms and startups alike means they're masters at turning theory into practical impact. With insights shaped by collaboration and real-world testing, they equip teams everywhere to create meaningful, lasting change.

Biggest Takeaway

You’ll achieve clarity on what genuinely drives your customers, resulting in products and services that solve real problems. Expect higher team alignment, smarter experiments that minimize costly mistakes, and the skills to adapt quickly as the market evolves. Through actionable tools such as the Value Proposition and Business Model Canvases, you’ll move from guesswork to evidence, focus on what matters most, and innovate with confidence. Ultimately, you’ll avoid common pitfalls, reduce risk, and accelerate successful value creation.