Value Proposition Design
How to Create Products and Services Customers Want
Build what customers actually want using the value proposition canvas.
A companion to Business Model Generation that zooms into the value proposition and customer segment blocks of the canvas. It introduces the Value Proposition Canvas, mapping customer jobs, pains, and gains against products, pain relievers, and gain creators. The book is a hands-on, illustrated guide for designing, testing, and improving offerings customers care about.
Most startups fail by building things nobody wants, and this book gives a structured way to fit a product to real customer jobs and pains. It turns the abstract idea of value into a testable, iterable design.
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